Major tech companies are building payment capabilities into their mobile apps, social networks and other offerings. These projects coincide with a rise in mobile commerce, potentially creating a new standard for how consumers shop.
Google Inc. homepages are displayed on Samsung Electronics Co. Galaxy S II smartphones, running on Google's Android software, in Seoul, South Korea, on Wednesday, Sept. 7, 2011. Google Inc.'s Seoul office was raided by South Korea's antitrust regulator as part of a probe into whether the owner of the world's largest search engine unfairly blocked competitors in the mobile-search market, a person familiar with the investigation said. Photographer: SeongJoon Cho/Bloomberg


Google’s "buy button" enables retailers to sell goods directly from the ads that appear in search results on mobile devices. In this model, Google hosts the product page, but the retailer owns the customer communication.
A Facebook Inc. logo is displayed for a photograph in Tiskilwa, Illinois, U.S., on Tuesday, Jan. 29, 2013. Facebook Inc. is scheduled to report quarterly earnings on Jan. 30. Photographer: Daniel Acker/Bloomberg


Facebook has been testing its own "buy button" for about a year, and recently expanded the technology through the Shopify e-commerce platform. The new arrangement allows U.S.-based Shopify merchants to sell items through Facebook's social networking site.


Twitter's "buy button" follows the many efforts of other companies attempting to sell items through its microblogging platform (sometimes in violation of Twitter's own policies). Twitter's homegrown "buy button" uses technology from Stripe and Gumroad.
A logo sits on the PayPal company stand, a unit of Ebay Inc., during the Apps World Multi-Platform Developer Show in London, U.K., on Wednesday, Oct. 23, 2013. Retail sales of Internet-connected wearable devices, including watches and eyeglasses, will reach $19 billion by 2018, compared with $1.4 billion this year, Juniper Research said in an Oct. 15 report. Photographer: Chris Ratcliffe/Bloomberg


PayPal is building out the "One Touch" purchasing technology it obtained from its 2013 purchase of Braintree and Venmo. The technology was designed for Venmo's person-to-person payments app, and PayPal is bringing it to a wider market.
Pinterest Inc. logos are displayed for a photograph on an Apple Inc. iPad Air in Washington, D.C., U.S., on Thursday, Feb. 19, 2015. Pinterest Inc. the online scrapbooking company, is seeking to raise funding at a valuation of about $11 billion, according to a person familiar with the matter, continuing the soaring values of a group of high-profile technology startups. Photographer: Andrew Harrer/Bloomberg


Pinterest, an image-sharing social network, debuted a Buyable Pins feature in June based on technology from Stripe, PayPal's Braintree and Shopify. Its strategy is to facilitate purchases through the Pinterest mobile app.
A Facebook Inc., employee demonstrates the new video feature with Instagram during an event at Facebook Inc. headquarters in Menlo Park, California, U.S., on Thursday, June 20, 2013. Facebook Inc., operator of the largest social network, plans to unveil video-sharing tools, bringing its Instagram into closer competition with Twitter Inc., a person with knowledge of the matter said. Photographer: David Paul Morris/Bloomberg


Instagram revealed its "Shop Now" button for promotional images in June. The photo-sharing platform, owned by Facebook, added the feature to streamline the process of promoting products through its app.
An attendee displays the Google Inc. Android Pay icon on a mobile device for a photograph during the Google I/O Annual Developers Conference in San Francisco, California, U.S., on Thursday, May 28, 2015. Google Inc. unveiled payment services, security upgrades and access to HBO movies and shows for its popular Android software, seeking to push back against growing competition from rivals such as Apple Inc. Photographer: David Paul Morris/Bloomberg

Apple Pay and Android Pay

Apple Pay and Android Pay both play up the "wow" factor of making in-store payments by waving a phone in front of a point of sale terminal, but they also function as "buy buttons" for any apps on the iOS and Android mobile operating systems.
People take pictures in front of the Snapchat Inc. headquarters on the strand at Venice Beach in Los Angeles, California, U.S., on Wednesday, Aug. 14, 2013. Snapchat is a photo and video sharing application that allows the user to pre-set a period of time, no more than ten seconds, for the receiver to view the content before it disappears from the screen. Photographer: Patrick Fallon/Bloomberg


Snapchat's payment capabilities are currently limited to person-to-person payments, using technology from Square. But just as PayPal sought to bring Venmo's P2P tech to a wider audience, Snapchat and Square could push to expand their own capabilities.