Google’s Domination in Advertising is Being Challenged by Pinterest, Twitter, and Facebook

NEW YORK (TheStreet) -- Lines are definitely blurring in the technology world. Social networks are venturing into e-commerce, e-commerce companies are playing with social features, and all of the above are fighting for consumers' wallets.

The most recent move is coming from Pinterest, who today unveiled a buy button that will direct users straight from a recipe for pecan pie to an online cart with all of the necessary ingredients. Pinterest CEO Ben Silbermann unveiled the new plans at an event at its headquarters in San Francisco today.

But Pinterest is certainly not the first. Both Twitter (TWTR) and Facebook (FB) have already launched buy buttons that let their users transact directly on the social networks.

The first question that arises from these redesigns is how the shift will impact traditional retailers and marketplaces like Amazon (AMZN) and eBay (EBAY). At MIT's Emtech Digital conference on Monday, Pinterest's head of partnerships, Tim Kendall spoke about partnering with retailers and Amazon on the actual transactions, but will Pinterest remain a partner or morph into a competitor?

"More choices and more competition are usually bad, but Amazon and eBay are far ahead in the marketplace wars," said Scot Wingo, executive chairman of Channeladvisor, which helps merchants sell on marketplaces like Amazon and eBay.

"Retailers seem to love Pinterest and get a lot of referral traffic from Pinterest already," said Nikki Baird, Managing Partner at Retail Systems Research. "If they can shorten the process from 'Wow, that's really cute!' to 'Buy it' - then everyone wins, the consumer, Pinterest for playing a role in making that a shorter process, and the retailer who ultimately gets the sale."

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