As mobile shopping becomes more commonplace, some big players - Google, Pinterest, Facebook, Twitter, YouTube and Instagram - are testing ways to allow consumers to buy products directly from news and social feeds.
Each player offers a different twist to their buy buttons:
- Google: captures buyer intent
- Facebook: targeted to specific niche audiences
- Twitter: time-sensitive
- Instagram: offers visual appeal
The question is how rampant these buy buttons will be on mobile during the holiday season. As mobile still only makes up ~15% of all online shopping (according to ComScore research released in June), the big players may not want to risk annoying mobile customers with too many in-the-face buy opportunities. Then again, Jason Goldberg of Razorfish predicts that mobile could account for 50% of holiday shopping this year.
Some social outlets are better suited for the buy button. Pinterest, a virtual wish list, is situated well to use the buy button to its advantage this holiday season. According to Shopify, 93% of Pinterest users look to the site for shopping inspiration and planning. A buy button seems like a seamless offering on such a platform.
Sources: http://adage.com/article/print-edition/buy-buttons-ease-slowly-holiday-fray/301253/, http://www.notimeforsocial.com/social-media-buy-buttons/
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