The hottest topic in eCommerce these days seems to be “buy buttons.” The energy though appears premature. Pinterest announced its buyable pins with a press conference and sentimental Hallmark-like videos though the buyable pins actually hard to find. Facebook, the king of all social networks, announced a buy button more than a year ago but it’s been relatively mum on the details (and they appear to only have one formal eCommerce partner). Media reports and blog posts of Instagram, Twitter, and Google doing the same seem to further excite merchants and vendors alike - but nothing seems to have launched.
The uninitiated may ask, “What are buy buttons?” They are essentially the ability to complete a transaction on one of these sites. The merchant of record is still usually the seller of the item. This makes all of these players marketplaces. One other salient point, in the cases of Pinterest and Google, is that their buy buttons will only be available on mobile devices upon launch. We’d also be remiss not to mention that the idea of impulse-driven purchases through an app aren’t new: Fancy and others have been trying this for years with questionable success. One executive at a large merchant I recently talked to appropriately summed it up: “This seems like F-Commerce v.2.”Read more