Say Hello to Buy-Buy Buttons: Fewer Than 50 Percent of Retailers Use, But They’re Inevitable
It may be hard to remember the eras before the microwave, but once upon a time cooking (or even warming) took a lot longer. Can you name someone who doesn’t own one now?
The need for speed impacts retail, too.
Now social platforms are pushing buy buttons to entice mobile users to drop on the spot — cash, that is.
Now a new eMarketer report — “Buy Buttons: Where Social Meets Mobile Commerce” — has explored some of the burgeoning potential.
“Buy buttons have been gaining prominence throughout 2015,” reports eMarketer. “But despite all the major social networks testing or implementing them in some form, fewer than half of U.S. retailers were using them as of August 2015, according to email marketing firm Campaigner.”
But retailers are more and more interested — and buy buttons could be everywhere in the blink of an eye in digital time.
“Liz Zink, social media strategist at online menswear and accessories retailer JackThreads, sees promise in Instagram’s new direct-response buttons, especially for customer acquisition,” reports eMarketer. “Not only have the buy buttons been incredibly exciting for us, but [there’s] also the opportunity to advertise and reach a larger scope of audience.”
Interestingly, a July, 2015 ChannelAdvisor survey found that three times as many U.S. digital retailers considered Facebook the most successful for conversions as said the same of Twitter.
And Pinterest? Despite the site’s visual appeal, Instagram got higher marks for efficacy, according to the surveyed merchants.
It’s only a matter of time, we think, before people will say, “Remember life before Buy Buttons?”
