Twitter’s “Buy” button is here — starting on mobile

Twitter is finally making its first step into commerce.

The company today officially unveiled the long-rumored “Buy” button for its mobile apps, which will allow Twitter users to make purchases right from a tweet.

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Just like Twitter’s addition of mobile app install ads, the new commerce feature will ultimately make the company’s social platform more valuable to advertisers, while simultaneously simplifying the shopping process for users. It also makes sense for Twitter to launch its commerce feature on mobile first, since most of its users interact with Twitter on mobile, and they’re also proven to engage more with the service.

Twitter says the “Buy” button is currently available for a “small percentage” of U.S. users, but that number will eventually grow. Twitter has partnered with Fancy, Gumroad, Musictoday, and Stripe (which was previously rumored to be powering its commerce play) for the “Buy” button’s launch.

Judging from the video below, the “Buy” button experience looks fairly simple: Click the button when you see an item you want to buy, add your payment and shipping details, and your purchase is completed. Twitter will also store your shipping and payment information, so it’ll be even easier for you to make future purchases (which adds a new layer of danger for late-night drunk tweeting).

“We built this test experience with your trust and security at the forefront,” Twitter group product manager Tarun Jain wrote in a blog post this morning. “Your payment and shipping information is encrypted and safely stored after your first transaction, so you can easily buy on Twitter in the future without having to re-enter all of your information.”