Modest’s technology would also gain PayPal additional commerce expertise beyond just payments, including shipping and inventory management. It pointed to social media sites and their increasing moves to offer visitors instant shopping experiences as the reason – including Buyable Pins that make it possible for Pinterest users to purchase products pinned from merchants.

For those trying to build a commerce app or product, having the Modest team and technology incorporated means that Braintree has someone onboard who has lived through being a merchant. “For consumers it will mean seamless, simpler, and safer ways to buy the things they want, anywhere they discover them”.

One of the reasons that led PayPal to buy Modest’s business was its bet on buy buttons, which allowed people buy items directly from apps without moving to another web page.

“Mobile commerce sucks, and we wanted to change that”, Modest co-founder Harper Reed said in an interview with Fortune.

Both Reed and PayPal senior vice president and global head of merchant and next-generation commerce Bill Ready have been acquaintances for a while.

Modest offers features to merchants to make it easier to sell on any platform. The acquisition of Modest will help us do fantastic things in this area, faster than ever before. The Canadian company has managed to ink several notable partnerships that allow its merchants to sell products via buy buttons on Pinterest and Facebook. (A leading example of conceptual commerce is the Pintrest “Buy” button, which is actually powered by Braintree). Out of the main players looking to implement buy buttons, Mulpuru expects Google to be most successful. Additionally, Reed said that there’s a huge opportunity to help give retailers the necessary tools to grow from being a small, to a medium, to a large-scale business.

But according to Malpuru, “The real game-changer will be when Google puts the buy button on the desktop, which is and will be the predominant way to buy digitally in the foreseeable future”. Given the investments that companies like PayPal are making on the technology, it’s likely that impact will be significant.