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<\/a><\/p>\nIf you ask how, then let\u2019s take you through the curious case of buy buttons.<\/p>\n
And mind us, it\u2019s not just Facebook. It\u2019s every popular social media site -Twitter, Pinterest, Instagram, Tumblr, Youtube, you name it and they have it. Buy buttons have been gaining prominence throughout 2015. There was a flurry of experimentations<\/a>. \u2018Buyable Buttons\u2019 was launched by Pinterest, the same month that Instagram released its similar \u2018shop now\u2019 feature. Facebook and Twitter were on tow with their ongoing tests for buttons with similar functionality<\/p>\n The expected response to this rush was not met though, according to Custora, social channels accounted for only 1.8% of the overall sales. But these buy buttons are staying there ground, and tech giants and businesses are still pretty optimistic about them, and feel that 2016 will be different.<\/p>\n So what\u2019s the catch? And why should you as a marketer be interested in these? Let\u2019s find out<\/p>\n Catching them in the act \u2013 Tapping into the micro-moments<\/strong><\/p>\n People lead parallel lives now. One that is real, the other virtual; and these lives seemingly coexist and overlap. For eg. Shopify reported as many as 93% of Pinterests users plan their purchases with the platform.<\/a>\u00a0 So why wait for them to remember your product from their pinterest feed and buy it in a mall or e-commerce site? Why not give them the option to buy it then and there.<\/p>\n Earlier Impulse buying was only possible when someone is actually shopping for something else and happens to like something they feel they must own. Now, impulse buying can be triggered anywhere. People are ogling at pretty pictures of lifestyle products and clothing all day on several social media platforms, some even share them with statuses like<\/p>\n A buy button is exactly the push that these consumers need to complete their journey<\/p>\n Hello, Hi, Let\u2019s make a buy \u2013 the shift from Social to Commercial<\/strong><\/p>\n \u00a0<\/strong>Both the above points point to a single thing. Even with your social media marketing, with pictures and product descriptions and witty little anecdotes aligned to your brand. There is a gap, when it comes to influencing the ultimate step in the consumer journey; that is, buying. A buy button fills that exact need gap. Moreover social media is the perfect place where people have influencers to push their decisions, be it their best friend, spouse or their favourite football hero, all they need, thus making it an optimal ground for buying stuff.<\/p>\n One of the impediments to the adoption or success of buy buttons is coming not from the customer side, but from the merchant side, says Cristina Cordova<\/a>, head of business development at payment solutions company Stripe.<\/p>\n It cannot be more aptly put. Buy buttons can only help after the decision is made, but how do you propel the buying decision, of course with big data and analytics. It\u2019s all about being at the right place, at the right time. A special call out to all those small scale retailers who do not have a functional e-commerce app yet, these social media sites are now ready made market spaces for you to dig in.<\/p>\n<\/a>I don\u2019t care, I love it \u2013 Impulse Buying<\/strong><\/p>\n<\/a><\/p>\n<\/a><\/strong><\/p>\n