Twitter Adds In-App Buying Power

Twitter users can now make purchases without ever leaving the social network. As part of the program, some Tweets from test partners including Brad Paisley, Keith Urban, Dan+Shay and Hunter Hayes, will feature a “Buy” button, letting fans buy directly from the Tweet.
Users will get access to offers and merchandise they can’t get anywhere else and can act on them in the Twitter apps for Android and iOS. As of now, the service is mostly being used to sell merch, not music downloads.
After tapping the “Buy” button, users enter their shipping and payment information, which is then sent to the merchant for delivery. The user’s info is stored after the first transaction, so they can buy on Twitter in the future without having to re-enter it.
To build the technology, Twitter partnered with Fancy, Gumroad, Musictoday and Stripe as platforms for the initial test, with more partners to follow soon.
A wide variety of brands and artists are on board for the test, ranging from fashion (Burberry), to charities (The Nature Conservancy), to pop stars (Pharrell).