Twitter extends buy now ads across the US

Twitter has announced it is to partner with U.S. retailers to help them sell products directly, through a “Buy Now” button in tweets.

The “Buy Now” feature, which was initially rolled out to a small percentage of US users in 2014, allows a customer to buy a product directly from a tweet.

The micro-blogging site said it will be working with ecommerce platforms including igcommerce, Demandware and Shopify, as well as  retailers and brands such as Best Buy Co Inc, Adidas AG and PacSun. The company has linked to payment processor Stripe Relay to let shoppers use the “Buy Now” button.

According to Nathan Hubbard, VP of commerce, “With Buy Now, businesses can drive more conversions and remove much of the friction in the mobile purchasing process. Today, as we begin rolling out to a wider group of platforms and partners, people will have even more opportunities to discover and purchase products from the brands they love on Twitter.”

“Social platforms are at the center of the democratization of retail. Partnering with Twitter and using the Demandware open APIs, Twitter Buy Now will give our retailers a new tool to engage with customers and drive purchases,” said Tom Ebling, chief executive officer at Demandware.

Twitter is reportedly working hard to boost user growth, since monthly average users grew at its slowest pace since the company went public, according to its latest quarterly results.

The company has struggled with direct response ads this year, which are intended to encourage actions such as clicking on a link or downloading an app