If you’re Facebook and Twitter, it’s the buy button. To recap: Facebook published a blog post explaining its experimentation with a buy button – currently with select small and medium-sized businesses – with which users can purchase goods directly through the Facebook platform.
This announcement followed Twitter’s own dalliance with ecommerce. In July it released – likely by mistake – a semifunctional buy button designed to enable purchases directly from an online retailer called Fancy. It also performed tests with Amazon in which customers could respond to tweets featuring products with #AmazonCart in order to add those products directly to a shopping cart.
This isn’t the first time advertising and ecommerce have come together. Google has its product listing ads (PLAs), though, as many sources point out, these ads differ in that they feed off search data and the consumers clicking on them are typically looking for the products they advertise.