updated 07:38 am EDT, Tue July 1, 2014
Social media users could buy products directly from Twitter feed
Twitter is making more of an effort to work with retailers, with two reports claiming the microblogging service is taking two separate approaches. The company acquired Tap Commerce, a marketing firm specializing in redirecting users to mobile apps, while a second report supposedly spotted the service trying out new "Buy Now" buttons next to product images.
The acquisition of Tap Commerce is said by sources of Recode to be worth around $100 million, though the price itself has not been confirmed by either side. Tap Commerce usually offers advertising that convinces website or app users to open up another app they already own, specifically apps relating to retail. The marketing firm already counts Ebay, Fab, and Hotels.com among its retail-related clients, with the Twitter purchase likely to become more attractive to stores wanting customers to buy products from within the retailer's own apps.
The "Buy Now" button, also noticed by Recode, first surfaced in the mobile app rather than the website, suggesting the functionality is already being included for future use. The buttons, below images of products embedded in a tweet, also provide pricing information and the words "Fancy Merchant," suggesting the alleged leaked mock-up from Fancy in January was real.
Twitter is not the only company experimenting with tweet-based shopping. Amazon started to allow customers to fill their Amazon.com cart by responding to specific posts with #AmazonCart, with the depicted product then shown in the checkout section of the Amazon website ready for purchase.