Twitter Commerce is Coming, with its Various Shopping Experiments Closing in on the Next Stage
Will consumers be receptive to buying through Twitter if they see it advertised?
Tweeter is working on a variety of new shopping tools, which will eventually provide direct, in-stream product listings that are linked to business profiles in the app, allowing Twitter users to both save product listings and make purchases directly from tweeted content in the app, according to a press release.
The introduction of a new ‘Purchases’ page in user profiles, which is presently linked to the debut of the app’s Super Follows feature and displays any subscriptions and/or digital tickets purchased via the app, is the most recent development on this front.
However, it also suggests that there is more possibility for displaying product purchases in the future, which is tied back to Twitter’s wider eCommerce initiatives.
As you can see in this example, posted by user Chris Floyd (and shared by Matt Navarra), some users are now seeing the new ‘Purchases’ tab appear in their Twitter functions listing. When tapped, it shows a record of any subscriptions or ticketed Spaces that you’ve paid for in the app, providing a record of your purchased digital items, in line with Twitter expanding monetization offerings.
However, it will also be the location where Twitter will display goods that have been bought via the app, which is not currently an option, but will be in the near future, as Twitter said at its Analyst Day presentation back in February.
In order to improve the quality of Twitter’s product listings, the company is working on multiple fronts at the same time. The first is the development of new product display panels for Professional Profiles, which Twitter is now testing with a limited group of companies in the United States.
These mock-ups shared by Twitter show how brands will be able to use a new, customizable panel display above the tweet feed to display either additional business information, an App Store listing, an image gallery or a set of products in a Shop carousel (note also the ‘Shop All’ CTA above the main image feed). Professional Profiles will be able to display additional business information, an App Store listing, an image gallery, or a set of products in the Shop carousel.
TweetDeck began live testing of its new Shop module in July, and it now allows users to do the following:
To discover more about a product, just touch on it in the carousel of goods, which will open a browser window inside the Twitter app, without having to leave the platform.
In addition, Twitter’s also testing in-tweet product displays, providing another way to drive direct response from your tweet activity.
These updates, in addition to the addition of a new ‘Purchases’ section, point to the next stage of commerce on the platform, which will take some time to develop but is, in fact, well underway, with all aspects of the platform now in live deployment, at least in some capacity, pointing to a larger announcement that will be made shortly after.
Even while Twitter is trying to increase the speed with which it introduces new products, the company’s move towards eCommerce will take time. In an ideal world, Twitter would want to roll out these new payment options ahead of the upcoming holiday shopping season, but with only 112 days until Christmas, that appears increasingly unlikely, especially given the fact that the company is also testing Super Follows, Twitter Blue, ticketed Spaces, and other payment options at the same time as these new options.
But it is on its way. The results of these various tests demonstrate once again how tweet commerce is taking shape, and that you will be able to shop via tweet in the not too distant future. This will provide another way for brands to generate more exposure for their products, as well as for Twitter users to shop immediately after seeing a product announcement or a sale tweet on the platform.
This will be a significant step, but considering the growing popularity of online purchasing in general, it makes sense for Twitter to strive to match its services with this trend.
Amid the COVID lockdowns, eCommerce has seen a huge rise, with Americans now on track to spend a record $1 trillion online in 2022. The digital shopping shift has accelerated a longer-term trend in moving towards the convenience of online buying, and as a result, almost all platforms are now looking at how they can integrate direct shopping options into their apps and tools, and meet consumers where they’re increasingly looking to spend.
Will that work for Twitter, specifically? It’s impossible to say, but previous research has shown that around 74% of Twitter users follow brands in the app to stay up to date with the latest product news and changes.
Making a purchase based on such statements would seem to be an obvious next step, and with Twitter eager to explore additional methods to optimize its revenue and use possibilities, it makes sense for the company to proceed with this experiment in its current state of development.
It isn’t quite there yet, but it is on its way, and this may be another important aspect to consider when developing your twitter strategy in the future.
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