Twitter E-commerce: New Shopping Features Tested

Twitter Tests New E-commerce Integration for Tweets

Twitter has initiated testing of a novel method for presenting tweets that direct users to e-commerce product pages. This includes items available on platforms such as Shopify, for instance.

New Twitter Card Format

The company is currently evaluating a new Twitter card design. This format incorporates a prominent “Shop” button and integrates crucial product information directly within the tweet itself. Details such as the product’s name, the shop’s name, and the product’s price are included.

Social media analyst Matt Navarra initially observed the experiment and shared screenshots of the updated user experience.

Organic Tweet Enhancement

The initial observation originated from a user located in Qatar, utilizing an Android device, as reported to TechCrunch.

Despite the potential for use in advertising, Twitter has confirmed that this is a new presentation for standard, “organic” tweets with a focus on e-commerce.

Alignment with Creator Platform Goals

This new format could be instrumental in Twitter’s broader strategy to evolve into a creator-focused platform. This is particularly relevant given the recently announced “Super Follow” subscription plans.

The “Super Follow” feature will enable Twitter users to access exclusive content, newsletters, supporter badges, and special offers by subscribing to specific accounts.

A more integrated “shoppable” tweet format could empower these creators to guide their followers towards relevant products and merchandise.

Future E-commerce Investments

Twitter briefly addressed its future investments in e-commerce during its Investor Day last week, though details were limited.

Bruce Falck, Twitter’s Revenue Lead, stated during the event that the company is “starting to explore ways to better support commerce on Twitter.”

He highlighted that users frequently turn to Twitter to engage with brands and discuss products.

Falck explained that businesses are already innovating to facilitate sales on the platform.

He envisioned a future where users can effortlessly discover and purchase items, such as skincare products or sneakers, from brands they follow with minimal clicks.

However, Falck cautioned that while Twitter is “excited about the potential of commerce,” it remains in the “very early exploration” phase.

Social Commerce Trends

The prospect of Twitter becoming a discovery platform for e-commerce products is noteworthy, especially considering the recent growth in the social commerce sector.

This includes increased investment by Facebook in shopping features across Facebook, Instagram, and WhatsApp.

Growing attention is also being directed towards video-based shopping experiences.

Video Shopping and Partnerships

Video shopping, encompassing both livestreamed demonstrations and short-form videos like those on TikTok, has gained significant traction.

Shopify, for example, established a social commerce partnership with TikTok last fall.

Walmart, previously interested in acquiring TikTok’s U.S. operations (currently paused), hosted a livestreamed shopping event on the video app during the holiday season.

Numerous video shopping startups have also secured funding in recent months.

Twitter’s Potential

While Twitter has scaled back its video ambitions with the discontinuation of Vine and Periscope, it retains tools to enhance shopping experiences.

The platform continues to support the posting of photos, videos, and live video content.

Integrating these features with a Twitter Card displaying pricing and a “Shop” button could potentially drive sales.

Essentially, a Twitter Card linking directly to a product page could represent the initial step in a broader evolution.

Twitter itself acknowledges its plans for social commerce.

A spokesperson stated, “This is the first of many experiments in the commerce space and we will enrich the experience as we learn more.”

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