The low-down on Twitter's latest e-commerce changes
From expanding its buy button to introducing political donations in the US, Twitter has had a busy few days.
From expanding its buy button to introducing political donations in the US, Twitter has had a busy few days.
With a click of a (buy) button
Twitter is developing its buy buttons to allow anyone to start selling products through their tweets, thanks to payments start-up Stripe.
On Monday 14th September, the California-based Stripe published a blog post detailing the launch of Relay – an API for “stores to publish their products, and for apps to read them”.
According to Stripe, mobile devices currently represent 60 per cent of browsing traffic for shopping sites, yet they only make up 15 per cent of purchases.
Relay aims to make it easier for developers “to build great mobile e-commerce experiences” and for stores to take part in them.
How can it be used by stores?
Relay can be used to allow instant purchases in third-party mobile apps.
Twitter, which is one of Stripe’s launch partners, is using it to enable anyone with an account to start selling items via tweets.
The post cites the Warby Parker Twitter account as an example of how Relay works on the micro blogging service:
Grab a new fall read and Downing in English Oak—a go-to pair of sunglasses for any season. Buy now from this tweet! http://t.co/HcDMSVrzJD
— Warby Parker (@WarbyParker) September 14, 2015
Alternatively, stores can submit products to be shown in a number of apps, such as ShopStyle and Spring.
What about app developers?
According to the blog post, Relay is “a set of APIs for building great in-app buying experiences”. Through it, people can purchase items directly within an app, opposed to having to go via third-party websites.
In other news – political donations via tweets
Twitter has joined forces with the payments start-up Square to allow anyone in the US to make a donation directly to a US candidate via a Tweet.
There will be a unique URL – $Cashtags – for candidates to use in order to encourage donations.
In a Twitter blog post, the company said:
“When people have conversations about politics, they have them on Twitter. It’s what voters learn and share in these conversations that routinely motivates political action. That’s why we’re making it easier for Twitter users to actively support candidates and causes.”
“This is the fastest, easiest way to make an online donation, and the most effective way for campaigns to execute tailored digital fundraising, in real time, on the platform where Americans are already talking about the 2016 election and the issues they are passionate about.”
How does it work?
For campaigns
Candidates can sign up for an account via Square Cash
Once a campaign has been verified, it can Tweet a unique URL, or $Cashtag, to request donations
The Tweet will feature an image alongside a “contribute” button, making it simple for anyone to click to donate through the Tweet
How it works for donors
When supporters see a Tweet with a candidate’s $Cashtag they can press the “contribute” button and the Tweet will allow them to select a donation amount
Donors will have the option to Tweet the candidate’s $Cashtag to its followers
