Twitter’s “buy” button was officially announced in September of last year, and started to appear in the wild in November. So far, the button has been tied to small purchase items, such as free popcorn with a movie ticket, and it might continue to focus on that sort of promotion, says a Twitter insider.
Ori Carmel, marketing manager with Twitter, discussed this at the Mobile Marketer’s Mobile FirstLook: Strategy 2015 conference in New York:
I don’t see a whole lot of people fully converting on bigger purchase items that involve a more complex decision process. That will take a little bit more time. And of course, Apple Pay is going to accelerate all that.
Twitter’s commerce initiative is being led by former Ticketmaster CEO Nathan Hubbard, who, in his role as head of commerce as Twitter, is looking to boost market interactions between companies and the users that follow them on Twitter. While Twitter is expected to make just $0.85 per sale (via the buy button), it is hoped that by increasing the volume and frequency at which people buy directly from a tweet the company can develop a significant source of revenue.
In his talk Carmel added that Twitter has no specific agenda or future plans for its buy button:
There are no distinct time lines that I know of at the moment, in terms of opening this up. Just like any other technology, this will have its difficulties, have its ups and downs.
(Source: Mobile Commerce Daily.)