Methods and systems for facilitating the purchase of an item on a social networking website are described. Merchants can embed payments in buttons displayed on social networking websites to enable payments at the point of discovery, such as on Pinterest® or Facebook®. As the items associated with the buttons are shared further, the embedded payment capability follows the shared items. For example, a Pinterest® pin has the payment capability embedded within it so as the pin gets re-pinned in the Pinterest® platform, shared on blogs, shared on platforms like Facebook®, or surfaces on Google® Search, the payment capability is also available on those platforms. In some instances, open standards such as oEmbed or Open Graph are used to create the buttons with the payment capability and make creation of the buttons simpler for merchants.