Twitter is testing the ‘Buy’ option in its tweets that enables users to shop. Access to the this emerging ecommerce platform are only available in beta right now for specific sellers and users but this latest ecommerce move may have some longer term legs.

It appears that Twitter is testing this rollout with Home Depot, a host of music stars and niche retailers (we’ve posted the full list that will roll out in the next few months at the bottom of this post).

Twitter’s growing user base makes it a potentially profitable platform for ecommerce offerings. At the end of the second quarter, the company had 271 million users, many of whom are active on mobile.

Earlier this year we wrote about Twitter partnering with Amazon in rolling out a service where users could add products in Tweets directly to their Amazon shopping cart. Additionally, we have written about the new Facebook ecommerce initiatives. Clearly, these social players have determined that they need to monetize beyond just advertising and they are finding that ecommerce grows, so do their opportunities to realize new revenue streams. We’ll let the consumer decide if this is too intrusive and counter to the essence of social media.

As for the brands being sold on these platforms, it seems more than ever their products are one click away from being purchased. Brands need to actively manage these distribution channels, protect their brand integrity and be sure their products stand out in the sea of “buy now buttons” that have inserted themselves throughout the digital landscape.

Digital BrandWorks helps branded manufacturers increase margin and revenue by actively managing their digital ecosystems.

Joe Scartz is the President of Digital BrandWorks.

Here is the list of merchants and brands in Beta or going to Beta…

Beartooth (@beartoothband)
Brad Paisley (@bradpaisley)
Burberry (@burberry)
Dan+Shay (@DanAndShay)
Death From Above 1979 (@dfa1979)
Demi Lovato (@ddlovato)
DonorsChoose (@DonorsChoose)
Eminem (@eminem)
GLAAD (@glaad)
GLIDE (@GlideSF)
Global Citizen (@GlblCtzn)
The Home Depot (@HomeDepot)
Hunter Hayes (@HunterHayes)
Kiesza (@kiesza)
Keith Urban (@keithurban)
The Nature Conservancy (@nature_org)
Megadeth (@Megadeth)
Mike Stud (@mike_stud)
Panic! At The Disco (@panicatthedisco)
Pharrell (@pharrell)
Paramore (@paramore)
(RED) (@RED)
Ryan Adams (@TheRyanAdams)
Soundgarden (@soundgarden)
The New Pornographers (@TheNewPornos)
twenty one pilots (@twentyonepilots)
Wiz Khalifa (@wizkhalifa)
9/11 Day (@911Day)

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Channel, Ecommerce, Marketing, Showrooming, Uncategorized


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