@Liv from Yotpo maybe you can chime in? :)

Hey there @jlee! Thank you for the question!

Compared to a regular campaign, Text-to-Buy enables a customer to simply reply to buy, rather than clicking a link to shop your site. The biggest benefit here is expediting the path to purchase! If a customer clicks a link in texts to shop your site, they can sometimes get lost along the way before they finish checking out. With Text-to-Buy, it’s a much more frictionless shopping experience that can really boost conversion rates and ROI!

Let me know if you have any other questions!