Twitter’s big ‘buy now’ commerce move

                                     


Twitter is announcing its first big move into e-commerce: It's testing a "buy now"button to allow users to buy products directly from a tweet. The idea is to make mobile shopping quick and easy, so a purchase can be made in just a few taps, said Nathan Hubbard, Twitter's commerce chief.

Twitter is working with 28 partners in its initial test, including retailers Burberry and Home Depot, a number of artists, including Eminem, Pharrell, and Rhianna, and nonprofits, including Donorschoose, RED, and the Nature Conservancy. Twitter isn't selling virtual goods, like gift cards—just physical products. "The temporal nature of Twitter makes real-time perishable goods seem to fit right in our wheelhouse," said Hubbard.