Pinterest and Instagram have unveiled new ‘Buy’ buttons this week, in a move that will have retailers rubbing their hands with glee. After social media's rapid ascent as communications and advertising platforms, this new functionality which allows users to make instant purchases will finally monetise these channels in a direct way. Those most likely to benefit from this new feature include fashion retailers, affiliate marketers, food, leisure, entertainment together with other 'impulse purchase' goods and services providers. They can now leverage the power of a compelling post or captivating image to drive direct sales. Social channels already offer highly precise targeting based upon rich analytics and the introduction of click-to-buy functionality has the potential to create a relatively low-cost route to market, although pricing models have yet to be clarified.