Salesforce has embraced instant e-commerce, by introducing 'buy' buttons within its Community Cloud, enabling customers to buy its clients' services from anywhere without having to navigate to a specific sales page.
Following in the footsteps of Facebook, TripAdvisor, Pinterest and Twitter, it means customers can make a buying decision instantly and businesses are unlikely to lose customers between the information page and the conversion page, for example.
Salesforce said companies have previously failed to implement such sales tools because it was too hard to combine the social experience and trust of a secure e-commerce solution from one place.
"Our goal is to make it easier for our customers to grow their businesses and today we're the first enterprise solution that enables buy buttons for any online community," said Nasi Jazayeri, executive vice president of Community Cloud, Salesforce. "Now any company can deliver the same click-to-buy experience as popular consumer services and grow their businesses with social commerce."
Salesforce buy buttons can be added to a company's existing infrastructure without developers using its e-commerce Lightning Components. These are offered by partners including CloudCraze, Demandware and Bigcommerce and make it a much easier process to add the features an organisation wants to use to engage and convert customers without the technical headaches.
The newest release of Salesforce's Community Cloud, Winter '16, will allow customers to simply drag and drop components into any community, making the process yet simpler.
A number of Salesforce customers have started to implement buy buttons to help increase their conversion rate from social, including PonoMusic, Avid Technology and Deloitte Digital Hub.
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