Dive Brief:

• Stripe has unveiled “Stripe Relay,” a set of tools that allows retailers to create buy buttons in various platforms using a dashboard.

• The San Francisco-based startup says the system solves many of the current problems with mobile purchases, like multiple taps and sign-ins and slow loads, that are discouraging buyers.

• One of the foremost examples of the tool is a buy button on Twitter, exemplified by this tweet from @WarbyParker. 

  Grab a new fall read and Downing in English Oak—a go-to pair of sunglasses for any season. Buy now from this tweet! http://t.co/HcDMSVrzJD

  — Warby Parker (@WarbyParker) September 14, 2015

Dive Insight:

Stripe says that while mobile devices account for 60% of browsing traffic, they’re hosting just 15% of purchases. And the reasons they describe are well known — the slow, discouraging path to purchase on mobile is a nightmare for most retailers right now. Stripe Relay is an attempt to address that.

The @WarbyParker example on Twitter, given Monday at the Stripe Relay launch, looks quite effective. The question will be how many other social networks and apps will join in or if another attempt to fix the same problems takes precedence or wins the race. The new sophisticated wallets that are Android Pay and Apple Wallet, for example, could also muscle in on this space.

In any case, the path to purchase on mobile is still a brambly one for now, or, if Relay gains, till now.