Social “Buy Now” buttons were supposed to be a game-changer, eliminating the friction from purchasing on mobile and providing retailers a way to tap into a mobile-first audience that’s expanding exponentially.
But according to Sucharita Mulpuru, principal analyst for Forrester, these buttons thus far have generated very low sales volume to retailers and are negligible for most large brands.
This week, we’re looking into why Forrester thinks social “Buy Now” buttons might be the “New Coke” of mobile commerce.
Don’t Buy Into “Buy Buttons” Just Yet – Forrester
Why buy buttons on Pinterest and Instagram haven’t taken off for retailers – Digiday
