May 25, 2022

Twitter today introduced a new shopping feature called Twitter Shops, which allows merchants to collect collections of up to 50 products to display on their Twitter profiles. The Mobile-First feature, which is free to use, aims to encourage users to view a sampling of seller clicks and then count actual product conversations on the Twitter platform.

However, unlike Instagram’s native stores, these transactions do not take place on Twitter itself. Instead, users first visit their store by clicking the “View Store” button above the merchant’s tweet. When the buyer is ready to make a purchase, they click on the item to be redirected to the seller’s website to complete the transaction. This experience takes place in the app’s built-in browser, just like TikTok’s new shopping features.

We’ve been told that this feature is free and Twitter is not currently monetizing the new product during testing.

image credit: Twitter

Twitter Shops builds on other e-commerce efforts the company has made in recent months.

Last summer, Twitter launched an e-commerce pilot in the US that allows users to view products from a “shop module” at the top of a merchant’s profile. However, this module provides users with up to five products to view. The new Twitter Stores allow merchants to display a larger catalog which they can download via a CSV file.

A file can contain up to 10,000 products, including their name, description, price, and other details, so sellers can easily rotate their selection of 50 products displayed on their profile over time.

In addition to the shopping module, Twitter began testing a new live shopping platform last November, with Walmart being the first beta tester. Twitter reports that Walmart garnered more than 2 million views during the livestream, but did not disclose the extent to which the conversion occurred. Live Shopping has since expanded to other managed partners, including food delivery brands Gopuff and Samsung.

The new Twitter Store, along with the Shopping module and Live Shopping feature, is hosted in the Twitter Shopping Manager, a hotspot where sellers can customize and manage available shopping features. This trade manager is now available for managed Twitter partners, the company notes.

image credit: Twitter

At launch, the US Twitter Store will be tested in English and will cover hundreds of brands. @VerizonI @ArdenCoveI @LatinxInPowerI @GayPrideAppAs well as @AllIDoIsCookUSIn the future, the company plans to recruit other vendors and managed partners as beta testers.

The expansion of e-commerce comes after a period of time where Twitter rolled out new features at an almost ridiculously fast pace. Over the past year, Twitter has launched a creator toolkit (Super Follow), a power user toolkit (Twitter Blue), newsletters (Reviews), NFT avatars, in-app tips, live audio (Twitter Space), and more. Membership product. More. But there has been some criticism that these efforts to find new ways to generate revenue from the platform detract from the more important work being done in areas related to the spread of disinformation and propaganda – areas that were previously more important than in the midst of war between Russia and Ukraine.

Another challenge for Twitter’s e-commerce efforts is how the social network is perceived by end users. It’s not clear why many Twitter users view this as a place to search for products that is still overloaded with text. (Over the years, Twitter has abandoned other efforts that could have added more videos to its site, including Periscope’s live video platform, short video platform, and TikTok’s predecessor Vine.)

Meanwhile, today’s online users shop through photos and videos on Instagram, social media, and increasingly through videos on TikTok. Notably, the viral nature of TikTok trends may encourage more spontaneous purchases: TikTok told its creators at an event last month that 48% of users bought a product immediately after viewing it on the platform, while 67% bought it. Even if they didn’t go shopping.

Twitter clearly needs some of this action, but competitors like TikTok are making online shopping not a feature that has just been touched upon, but a feature that is a natural extension of the random search that comes with the platform. videos and personalized channels. Houses.

At launch, Twitter Shops will only be available to Twitter users on iPhone.

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