News & Analysis

Bigcommerce launches Twitter integration allowing merchants to sell direct through tweets

- October 1, 2015 2 MIN READ

Ecommerce software provider Bigcommerce has announced a partnership with Twitter that will allow clients to promote and sell products natively across Twitter.

The partnership centres on Twitter’s Buy Now sales conversion tool, which Twitter first began testing last year. The tool will see tweets that link to products sold by Bigcommerce merchants transformed into buyable tweets through a call to action button, letting buyers search for, discover, and purchase products directly from their Twitter timeline.

The Buy Now function features native checkout, meaning purchases can be completed within their timeline rather than users being directed to another website. It also stores and encrypts payment and shipping information to enable two-click purchases for returning customers. Orders placed through Twitter are managed within a merchant’s Bigcommerce control centre.

With data from Forrester Research finding that 80 percent of brands are either currently advertising on Twitter or plan to in the next 12 months, the opportunity on the platform is huge. Bigcommerce is one of four software providers to come on board, joining Shopify, Stripe, and DemandWare, with brands including Best Buy, Adidas, and PacSun also joining.

Brent Bellm, Bigcommerce CEO, said the Buy Now functionality will provide an opportunity for merchants to significantly boost demand generation and sales for their business.

“Consumer shopping behaviours are constantly evolving. As the leading cloud-based commerce platform for the mid-market, Bigcommerce stays on top of these trends and translates them into the features and functionality that matter to our merchants,” he said.

Nathan Hubbard, head of commerce at Twitter, added, “The goal for all our commerce initiatives on Twitter is simple: make it as easy as possible for businesses to connect directly with, and sell to, customers on Twitter. With Buy Now, businesses can drive more conversions and remove much of the friction in the mobile purchasing process.”

Bigcommerce hinted that it would be taking a closer look at mobile with its April acquisition of Austin-based startup Zing, a provider of mobile retail technologies.

At the time, Bigcommerce stated that the acquisition would allow the platform to make a range of APIs and technologies available to its point of sale partners, enabling the development of omni-channel solutions for retailers.

The Buy Now feature will begin rolling out to US merchants over the next few months, with global rollout beginning in 2016.