Twitter to gradually phase out 'Buy' button
The information was given to advertisers by Shopify itself in a brief communiqué, which technology news website TechCrunch has passed on. The change is reportedly taking place as part of a strategic refocusing for the 300 million-user social network, which in the past has sought to bolster its precarious financial situation via e-commerce, introducing a series of tools specifically targeted to brands.
The news once more underlines the limits of social media-generated e-commerce, once coveted by the likes of Twitter, Facebook and Pinterest, which all introduced specific e-tailing features. Features which have rarely lasted for long, while conversely the role of Western social media in triggering purchasing decisions has constantly grown.
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