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Twitter Adding ‘Buy’ Buttons To Tweets For E-Commerce

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From Business Insider:

Twitter is taking a stab at e-commerce.

Today, the company’s announcing it’s rolling out a “buy” button for a small number of U.S. users. Over time, that will grow to include all U.S. users.

Here’s how Twitter says it works: “After tapping the ‘Buy’ button, you will get additional product details and be prompted to enter your shipping and payment information. Once that’s entered and confirmed, your order information is sent to the merchant for delivery.”

This product is the result of Twitter’s head of commerce, Nathan Hubbard, and his small team. Hubbard was previously CEO of Ticketmaster. He joined Twitter about a year ago.

For the most part, e-commerce has failed on social networks. Facebook, for instance, bought a startup called Karma, which it turned into “Gifts.” Gifts was a way to quickly send a friend a present, but it never gained traction and was recently shut down.