Just 5 percent of U.S. adults have made a purchase via a social media site. Partly that’s because buying directly from a platform such as Twitter and Facebook has never really been an option for consumers, and shopping options from third parties have always been a little bit cumbersome to implement (and converted poorly as a result).
However, with the launch of the Twitter and Facebook ‘buy’ buttons, everything changes. Now, it’s going to be really easy for customers to buy directly from their favourite brands on their favourite social platforms. So what do Twitter and Facebook need to do to maximise this purchase power?