Twitter launches its first 'Buy' button

The microblogging site is testing the new commerce function exclusively in parts of the US but says that “will grow over time".

Derek Tan, executive director of social media for world markets, Asia, at IPG Mediabrands welcomed the announcement and believes that it’s big news for marketers in Asia.

“Commerce via mobile is the fastest growing digital commerce activation for us today," Tan said. "So this is definitely something we need to ride on when it comes to our shores.”

For the testing phase, Twitter has partnered with a select group of artists and brands including fashion label Burberry, US home improvement firm The Home Depot, charity brand (RED), and artists Pharrell Williams and Eminem.

Twitter says the move to introduce the ‘Buy’ button is an early step in building functionality into the platform to make shopping from mobile devices convenient and easy.

“Users will get access to offers and merchandise they can’t get anywhere else and can act on them right in the Twitter apps for Android and iOS; sellers will gain a new way to turn the direct relationship they build with their followers into sales,” said a statement from the company.

Twitter added that the new function was built with security at the forefront, a factor that Tan believes will be crucial if the service is to be successful.

“Nowhere around the world is it more prevalent than APAC that users are more comfortable purchasing through mobile," Tan said. "The very nature of Twitter puts it in great position.

“I think that how fast and how secure the function is will be something that Twitter needs to relay to users given the rise of concerns over security and privacy. If they get the privacy right, it will definitely take-off for marketers here in Asia”.

A report earlier this year from eMarketer estimated that Twitter’s growth will continue in the double-digits through 2018, with the Asia-Pacific region playing a significant part in the growth.

Twitter posted this video explaining the feature: