Social media brands such as Facebook, Pinterest and Twitter are now going deep at their attempts to directly monetize the digital marketing they themselves generate. For that to happen, the ‘buy’ button in various avatars has been added to these various platforms. Even Google’s search ads now include a buy option. Today’s version is different from the ‘gift’ option Facebook had couple of years back as that reflected excessive commercial intentions. The sales platform Shopify, payment processors such as Stripe or even Apple Pay are enabling mobile phone payments. In fact legions of fans are showing interest at purchasing brands such as Michael Kors and Nordstrom endorsed by their favourite stars over Instagram. This is how social commerce is progressing from simple content creation for brands to the final sales.


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