 There are some extremely encouraging statistics about brand engagement and in-store purchases, but marketers seeking to shorten the sales cycle have preferred customers click on a product link.In 2014, however, in-stream purchases will make social ROI even more immediate.Companies like Starbucks have enabled users to buy items without ever leaving the platform – in this case, customers can "tweet-a-coffee" with a tweet that sends a friend a $5 Starbucks gift card.