Mobile technology business PowaTag has updated its software to enable shoppers to buy directly from social media.

Comptoir des Cotonniers is using Powatag

The company’s app already allows shoppers to buy directly from adverts – the consumer hovers their phone over a QR code, which takes them directly to a product page.

Alternatively, retailers can use audio prompts, java script, beacons or NFC technology to take shoppers to product pages.

The new service means retailers will be able to embed URLs in social media posts or images. These URLs will activate the PowaTag app on a shopper’s phone and take them to the product page.

Retailers can embed the URL on posts on Twitter, Facebook, Pinterest, Instagram and LinkedIn.