Home Smart 100 2012 BuyReply (SMART 100)

BuyReply (SMART 100)


Show your support for this innovation. Tweet it. Like it on Facebook. Leave a comment.

The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

BuyReply (NSW)

This innovation initially came to life when…

Brad was sitting on the couch watching television when he saw an ad for Cheezy Pepperoni Pizza. He wanted to be able to order the pizza right there and then from the TV ad using his phone. Brad realised there was no way to buy anything directly off of TV without requiring an app download or anything similar, so he set out to create BuyReply which would enable merchants to sell products across any broadcast medium without needing an app. Five months later, our team is four weeks away from launching a world-first, patent-pending platform that enables this.


The purpose of this innovation is to…

BuyReply is an eCommerce platform designed to facilitate commerce in the real world, away from the browser. BuyReply allows consumers to buy directly from any offline medium including television, radio and print without requiring an app download.

It does this by…

BuyReply facilitates commerce from inbound email or Twitter messages. For example, email “laptop” to [email protected] to buy a laptop. Or Tweet “@shopharveynorman laptop” to buy a laptop. On your first purchase, BuyReply creates a virtual wallet and stores your payment and address details. After your first purchase, we send you an SMS with a confirmation link.


This innovation improves on what came before because…

The innovation allows retailers and broadcasters to unlock value from existing and engaged audiences by allowing them to transact in response to advertisement. It turns every TV channel into a shopping channel and turns magazines into eCommerce stores. Prior to BuyReply, eCommerce was something that occurred via the web browser; however, BuyReply extends eCommerce into the real world.

Its various benefits to the customer/end-user include…

The end-user can make purchases at the exact moment they decide to buy. They are able to transact in seconds off of a print or TV medium. Prior to this they would have to go to a store.


In the past, this problem was solved by…

This problem has not been solved properly. There is no “transaction point” on offline mediums. The closest thing is QR Codes, but QR codes are just a link to a website. BuyReply is a platform. It manages payments, inventory, customers and more. It is designed specifically for offline commerce using online technologies such as email, SMS and Twitter.

Its predecessors/competitors include…

The closest competitors we can name are Square, Magento, PayPal and Shopify. We have patented our concept which makes us a world first in what we are doing. It is truly a game-changing platform and paradigm.


It is made for…

The target audience for the business are retailers, cataloguers, brands, magazine publishers, media conglomerates, but also small businesses who use offline media and want to add a transaction point. Our unique use of Twitter makes Twitter users a target market as well.

The offline-to-online market is very large. It is has been described as a $10 trillion dollar opportunity by John Donahoe, CEO of eBay. We believe enabling existing and engaged audiences to transact in real time without an app is one of the largest opportunities that exists today in technology.


It is available for sale through…

BuyReply is delivered as a software as a service platform that is hosted in the cloud. Merchants will go to buyreply.com and create an account to use the technology. They can then add inventory and set up campaigns.

Watch this: https://vimeo.com/38262071 (password: brvideo)

Our marketing strategy is to…

We have signed up some of the country’s largest organisations prior to launch. This includes Pacific Magazines, Channel 9, Harvey Norman and others. The platform is scheduled for launch on 1 June. By targeting high-broadcast merchants, our call-to-action (email to buy or tweet to buy) will appear on TV which will drive viral growth.



You can show your support for this outstanding Australian innovation in three ways:

  1. Tweet it: Top left of each page
  2. Trigger a Reaction: Facebook ‘Like’, etc.
  3. Leave a Comment: Anonymous comments excluded.