Are social media buy buttons on the way out?

Mobile Commerce Daily – Twitter’s plans to scale back its buy button alludes to a stalemate for retail on social media as consumers fail to adopt native shopping experiences, although Facebook, Instagram and Pinterest could still prevail.

While Twitter is trying to establish itself more as a image-enabled social media platform, its consumer behavior is rooted heavily in text-based posts where direct purchasing ability is less likely to flourish. Other social platforms with heavier focuses on images may be more successful with buy buttons, but dynamic product ads offer the most potential when it comes to retail-enabled social pushes.

“Twitter’s recent decision to scale back the buy button seems indicative of a larger struggle that social sites are facing generating traction for social commerce,” said Laura Sossong, senior consultant at Boston Retail Partners. “Though social media has made tremendous gains in popularity, finding new ways to generate revenue and monetize on offerings has been a taxing trial and error process for all companies.”

“From a user experience perspective, the real-time, feed-based Twitter platform lacks the natural look and feel of a traditional commerce platform,” she said. “Shoppers lack of comfort with buy buttons and their concern about data security has contributed to their hesitation in adopting this technology.

“Social commerce platforms must strike a balance between providing ease of purchasing while at the same time preserving the aesthetic and security elements of traditional e-commerce sites. Until then, use of dynamic product advertising will likely offer more investment potential for social sites.”

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