EBay integrates new mobile shopping strategy

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Michael Jaconi, founder and CEO of Button, says the company is tackling the challenges retailers face with mobile performance and marketing.

EBay announced a partnership with Button, a platform that connects retailers with mobile commerce platforms. EBay will now be able to easily integrate with Button's existing publishers, such as Huffington Post and Ibotta, to integrate shopping on eBay into their mobile apps.

"Mobile commerce is a significant growth driver for us, and partnering with Button will enable more mobile app partners to quickly integrate shopping on eBay into their apps," said John Toskey, director of the Global eBay Partner Network, in a release. "Button has developed an elegant, high performing solution that solves challenges for both advertisers and publishers, and we are excited to be partnering with their innovative mobile network." 

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According to Michael Jaconi, founder and CEO of Button, the company is tackling the challenges retailers face with mobile performance and marketing.

"Button's platform is the first to fix the broken affiliate marketing equation in mobile. We offer two distinct value propositions: One, unlock access to cool new publishers that Button has secured relationships with—whether that be brands like Conde Nast and Huffington Post or new mobile publishers that don't exist in the desktop affiliate world. And two, Button fixes your mobile affiliate reporting challenges regardless of which affiliate network you work with," Jaconi told FierceRetail. 

Button works with retailers to support adding their apps to the affiliate marketing channel, as the affiliate channel typically represents 15% to 20% of retailers' transactions. According to Jaconi, retailers' mobile apps, which convert higher than any other channel, don't tap into the affiliate vertical and the Button enables that to happen. 

"Retailers look to us to amplify a few key parts of their mobile strategy: new user acquisition beyond Facebook and Google—which converts four times that of mobile ads and eight times that of social—scalable partnerships and, ultimately, increased revenue," Jaconi said. 

Button currently works with other retailers, such as Groupon and Jet, both of which were able to scale new mobile partnerships across brands without having to use additional resources. Specifically, Jet has used Button to integrate its app across relevant content in partnering publishers, expanding its mobile commerce reach. According to Lauren Picasso, director of marketing at Jet, Button is one of Jet's most effective channels for driving mobile acquisition. Button has helped to drive sales within the Jet app and acquire new, high-value customers. 

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Jaconi explains that getting Button up and running is a fairly easy process for retailers. It takes his team about a day or two of engineering time, onsite. After the initial engineering work, a retailer becomes a "Button" and can be integrated among publishers' mobile sites or apps in just a few steps. "And we can immediately link into their existing affiliate platforms to support that channel in mobile," he added. 

Button works with a range of global publishers across travel, digital media, loyalty and local including brands such as Conde Nast, Hotels.com, Time Inc., GoEuro (EU), Foursquare, PureWow, Quidco (U.K.), GasBuddy, and more. 

"Button has been able to crack the code when it comes to mobile affiliate, a challenge many retailers come up against. As a channel that is often cited as driving nearly 20% of all e-commerce transactions, we've built a mobile affiliate flow that drives high-intent users to a retailer's mobile site or app. We've unlocked the door to today's mobile economy where a big majority of consumer intent lies," Jaconi said.