Twitter unveils new experimental shopping concept called Twitter Shops

By our News Team | 2022

Shoppers cannot yet purchase goods on the social media platform, but will be able to see up to 50 products showcased by merchants.

As consumers worldwide continue to embrace e-commerce and social commerce, Twitter has unveiled a new experimental free-to-use platform called Twitter Shops which will enable merchants to showcase up to 50 products.

Twitter already has features such as Shop Module, Live Shopping and Shopping Manager. The latest launch, which is in beta for an undisclosed period, does not enable transactions on the platform, though. Instead, it will open an in-app browser where shoppers can learn more about the product and conduct the purchase process on the merchant’s website.

Social Commerce

Image by Edar from Pixabay

In a blog post announcing Twitter Shops, the company explained that merchants can handpick a collection of up to 50 products to showcase. The feature gives people the chance to view products from the profiles of their favourite brands, so when they talk about and discover products on the timeline, they can now browse them on Twitter too.

“While our Shop Module allows merchants to showcase up to five products directly on their profile, Twitter Shops gives merchants a larger, fully-immersive space to highlight a longer catalogue of products,” the blog explained.

A larger effort to better support brands and businesses

“Like all of our Twitter Shopping features – the Shop Module, Live Shopping, and our Shopping Manager – Twitter Shops is part of a larger effort to better support professionals of all kinds – from small businesses and creators to big brands – who come to Twitter to do business.”

Initially, the service is only available to people in the US who use Twitter in English on iPhones.

Notes the marketing technology website, Marketing-Interactive: “Over the past year, the platform has been aggressively launching products such as creator tools, subscription products, NFT avatars, live audio and many others. 

“However, while Twitter has solidified its position as a broadcast platform, how e-commerce will play into its DNA is yet to be seen given its text-heavy nature – in contrast to the likes of YouTube and Instagram. But the potential social commerce holds is one which is hard to ignore.”