Twitter Launches E-commerce Pilot in the US - Shop Directly from Profiles

Twitter Launches U.S. E-commerce Pilot Program

A pilot program is being initiated by Twitter this morning within the United States to evaluate the viability of integrating e-commerce functionality into its platform. The company is introducing a new Shop Module, designed to enable brands, businesses, and retailers to display their products directly on their Twitter profiles.

How the Shop Module Works

Twitter users will be able to browse a carousel of product images within the module. Selecting a product will direct users to the business’s website, accessible directly within the Twitter application. This allows customers to explore detailed product information and proceed with a purchase if desired.

The Shop Module will be prominently featured in a dedicated section at the top of participating Twitter profiles. Currently, this feature is available to users in the U.S. utilizing English-language settings on iOS devices.

Professional Profiles Required

According to information shared with TechCrunch, access to this feature is currently limited to businesses that have established a Professional Profile.

These Professional Profiles, which began initial testing in April, allow businesses, nonprofits, publishers, and content creators to showcase key business details directly on their profile page. This includes information such as addresses, phone numbers, and operating hours – mirroring the functionality of a Facebook Page.

Limited Initial Rollout

The initial launch of the Shop Module will be restricted to a select group of pilot testers. Alongside gaming retailer @GameStop and travel brand @ArdenCove, approximately ten additional brands spanning the lifestyle, retail, gaming, media, entertainment, technology, and telecommunications sectors will gain access.

Currently, Twitter is not accepting applications from businesses interested in participating in the pilot program, as the company remains in the early stages of feature evaluation.

Understanding User Shopping Behavior

While Twitter users frequently discuss products and seek assistance with purchases via the platform, it remains to be seen if the platform will be adopted as a primary shopping destination.

This pilot program aims to provide insights into user behavior and identify factors that could facilitate this transition. Twitter intends to track which product categories generate the most traffic to online retailers.

Data-Driven Insights

The company is keen to determine whether purchases are driven by spontaneous, in-the-moment decisions – such as sports fans acquiring team merchandise – or by more considered purchases, like items for a skincare regimen. A diverse group of pilot testers will enable comparative data analysis across various industries.

Merchant Advisory Board

To further refine the e-commerce experience, Twitter will establish a new Merchant Advisory Board. This board will consist of leading businesses currently utilizing Twitter, providing valuable feedback and guidance.

Previous E-commerce Plans

Twitter previously announced its intentions to expand into e-commerce earlier this year. During the Analyst Day presentation in February, alongside the unveiling of the Super Follow platform for creators, the company also briefly discussed its investments in e-commerce.

Bruce Falck, Twitter’s revenue lead, stated during the event that users already engage with brands and discuss products on the platform. He envisioned a streamlined process for discovering and purchasing items, such as skincare products or sneakers, with just a few clicks.

Testing Product Links in Tweets

Since then, Twitter has been testing a feature allowing businesses to link directly to product pages from tweets, for example, those hosted on Shopify stores.

Investor Confidence

Ned Segal, Twitter’s CFO, also highlighted the potential for shopping on Twitter during an investor conference in May, noting that many users conduct product research on the platform before making a purchase.

Competition in the E-commerce Space

Twitter’s move into online shopping aligns with a broader trend among major tech companies and social platforms increasing their investments in e-commerce. Facebook has significantly expanded its shopping features across Facebook, Instagram, and WhatsApp, including storefronts and integrated checkout options.

Shopify has also forged partnerships with platforms like Facebook, TikTok, and Google to streamline the connection between consumers and merchants.

Past Attempts and Future Outlook

It is important to note that Twitter previously attempted to implement a commerce operation with its “Buy” button, but discontinued it in 2017 due to limited adoption. However, the company believes the current market conditions and user behavior warrant a renewed effort.