Twitter to gradually phase out 'Buy' button

By

Matthieu Guinebault

Translated by
Nicola Mira

Published
Jan 18, 2017

According to Canadian e-commerce software company Shopify, the 'Buy' button, launched in autumn 2014 to trigger online purchases via Twitter, will be gradually phased out by the social media giant.

The information was given to advertisers by Shopify itself in a brief communiqué, which technology news website TechCrunch has passed on. The change is reportedly taking place as part of a strategic refocusing for the 300 million-user social network, which in the past has sought to bolster its precarious financial situation via e-commerce, introducing a series of tools specifically targeted to brands.

The news once more underlines the limits of social media-generated e-commerce, once coveted by the likes of Twitter, Facebook and Pinterest, which all introduced specific e-tailing features. Features which have rarely lasted for long, while conversely the role of Western social media in triggering purchasing decisions has constantly grown.