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Why the Focus on In-Stream Purchases and One-Click Buying in Social Media?

Why the Focus on In-Stream Purchases and One-Click Buying in Social Media?

One-click buying is cropping up everywhere these days. All the major social media platforms are looking to integrate in-stream purchases, with Instagram and Pinterest the latest to join the conversation. But why is there such a big focus on in-stream purchases? Will it really make that big a difference? 

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