Coming soon to Twitter, Facebook: Click to buy now

Jul 21 2014, 08:09 IST
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E-commerce has emerged as the newest battleground for Twitter and Facebook. E-commerce has emerged as the newest battleground for Twitter and Facebook.
SummaryTwitter and Facebook have both announced baby steps into the world of e-commerce.

For Twitter and Facebook, the two principal combatants in the world of social media, e-commerce is emerging as the newest battleground. Twitter announced in a blog post last week that it had agreed to acquire CardSpring, a mobile payments infrastructure company that allows merchants to offer deals to consumers that can be loaded onto to their credit cards. When the card is used to pay at the store, the coupon is

automatically applied.

For Twitter, a microblogging service based on 140-character messages, the potential uses are obvious: If you see a retailer’s tweet promoting a particular product and want to get the deal, you might soon be able to click a button or send a reply to simply add the discount to a stored credit card—without leaving Twitter’s site or firing up another app. For the last couple of years, Twitter and American Express have offered AmEx cardholders the ability to load various discounts onto their cards through tweets.

The next logical step would be to allow users to click to buy a product, an idea that Twitter is also exploring, potentially with the payment processing company Stripe. A Twitter spokesman declined to comment on the imminence of a buy button, but in its blog post about CardSpring, the company teased, “We’ll have more information on our commerce direction in the future.”

Facebook, meanwhile, isn’t waiting. The company said last week that it was testing a buy button on its desktop site and its mobile app. Initially limited to a tiny number of small and medium-size merchants, the test will allow Facebook users to buy a product directly from a post. Once users click on the buy button, a dialog box will pop up that prompts them for their payment information and shipping address. Facebook will then transfer the credit card information to a third-party payments processor and tell the merchant the details of the order so it can be fulfilled. The company said the financial information will be transmitted securely and users don’t have to save any credit card data on its site.

Facebook declined to identify the initial merchants involved, although Modify Watches, a company in San Francisco that makes casual watches, is featured in Facebook’s blog post announcing the test and is already offering two watches for sale through the service.

Again, the idea is to simplify the buying process and keep people on Facebook instead of forcing them to go to

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