Retailers use impulse items in checkout lines as a last-minute attempt to increase the transaction amount. But, with the increase in e-commerce, checkout lines are not as busy as they once were.

Now, Internet-based retailers have created a new form of impulse items — the ability to purchase any item seen online with a tap of the finger. Three of the biggest names in the tech world Twitter, Amazon and Facebook are lining up to compete for consumers' attention in the growing Web and mobile retail marketplace.

Twitter 'Buy' button

Twitter made public Sept. 8 that they are testing a "Buy" button. According to Twitter, "Users will get access to offers and merchandise they can't get anywhere else and can act on them right in the Twitter apps for Android and iOS; sellers will gain a new way to turn the direct relationship they build with their followers into sales."

To ensure the "Buy" button is a success, Twitter has partnered with Fancy, Gumroad, Musictoday and Stripe to use as platforms for the test. As the test progresses, more partners will come. The items that can be purchased during the test are also limited, but it includes artists, like Brad Paisley and Eminem; brands, such as The Home Depot; and nonprofits, like GLAAD.

But there is one obstacle in the way of the "Buy" button’s success: cybersecurity. Twitter is constantly in the news because of hackers accessing high-profile Twitter accounts, making users less confident in the security features of Twitter. Plus, users are already concerned with using credit cards because of the recent breaches at retailers like Target and Home Depot.

According to Twitter, "Your credit card information will be encrypted and safely stored, so you're able to easily make purchases on Twitter in the future. You can remove this information from your profile anytime you’d like."

Amazon improvements

Amazon's Firefly is an app on the Amazon Fire smartphone that allows users to identify real-world objects right in front of them and purchase the item immediately through Amazon.

"The Firefly button lets you identify printed Web and email addresses, phone numbers, QR and bar codes, artwork, and over 100 million items, including songs, movies, TV shows and products and take action in seconds," Amazon CEO Jeff Bezos said.

The biggest issue facing Firefly is Amazon's apparent desire to make everyone an Amazon-only customer or as close to one as you can get. The inability to purchase the items anywhere other than Amazon may push potential users away. Customers don't like too many options, but they dislike having no options even more.

In addition to the launch of Firefly, Amazon has also created a way to shop from Twitter. When on your Twitter account, all you have to do is reply to any tweet containing an Amazon product link with #AmazonCart, and the item appears in your Amazon shopping cart.

Facebook testing

Facebook took a first stab at e-commerce two years ago when it launched Gifts, which allowed users to send each other gift cards and other deliverable gifts. The ability to send gift cards is still on Facebook, but the purchase of physical goods through Gifts was a failure and shut down shortly after the launch.

Now, Facebook is trying its own buy button. They are including the buy button on advertisements and page posts that allow the user to purchase directly from the business without leaving Facebook. Similar to the security of Twitter, Facebook doesn't share information, and it gives you the option to store or remove credit card information used.

Retailers had to make significant changes when the Internet became ubiquitous. They had to adjust and adapt in order to survive. Now, the new world of e-commerce is already changing because of additional payment options. These payment options are still new and improving, but it is apparent that the world of payment options is expanding.

To keep customers loyal, you have to continue adapting. Be cautious, but don't be afraid.