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Tumblr Tests the Social Commerce Waters

Posted on 12.02.2014

Tumblr is testing out the social commerce waters, as the company has unveiled a new feature that adds calls-to-action on certain posts – including a “Buy” button.

According to Tumblr’s announcement, the new buttons are currently being displayed on posts coming from just a handful of sites, including Etsy, Artsy, Kickstarter and DoSomthing. The company notes that the calls-to-action enable users to bring their followers one click closer to the content being shared. It is important to note, however, that while posts coming from Etsy display a “Buy” button, posts from some of the other sites generate different calls-to-action, such as “Browse.”

This announcement is just one of many social commerce features launched by social networks in 2014. In fact, both Facebook and Twitter announced the testing of “Buy” and “Buy Now” buttons over the summer. Moreover, Curalate launched a feature back in August called “Like2Buy,” which enables retailers to make their Instagram feeds shoppable.


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