The Shop Module creates shoppable business profiles via a carousel of products located under a business’s bio.
How It Works
How It Works
Consumers can tap on products to learn more and buy from the business’s website – all within the Twitter app.
But will it actually benefit ecommerce businesses?
Twitter’s Second Try at Ecommerce
Twitter’s Second Try at Ecommerce
Businesses have reason to be wary.
Twitter first invested in ecommerce way back in 2014 when testing a Buy Now button on product-promoting tweets.
Then, in 2015, the company tested a Products and Places feature that functioned as a way for brands and influencers to share product collections.
What Happened?
What Happened?
Neither was a success. Twitter dumped both features and disbanded its commerce team.
So, why a round two?
To help small businesses take advantage of their ad services.
What to Expect
What to Expect
To start, the rollout of Twitter’s ecommerce features could take a while.
In the past, it took a year to make its Buy Now button available to major ecommerce platforms like Shopify.
Then, there’s the fact that Twitter failed before. The platform wasn’t as invested in ecommerce back then, but is it now?
More importantly, will users be interested now when they weren’t before?
Shopping Is Unnatural
Shopping Is Unnatural
People use Twitter to get the latest news and updates, keep up with celebrities and follow the in-the-moment thoughts of people they like (and sometimes ones they don’t).
In other words:
In other words:
Shopping doesn’t fit into Twitter’s flow. They would need to maximize the power of influencers and let users use product links when posting about a purchase (if they were so inclined).
It’s Not Visual
It’s Not Visual
Instagram works for online shopping because it’s visual.
Brands can post photos, but Twitter’s very nature results in a digital space that looks more like a messaging board.
Users Have to Visit You
Users Have to Visit You
It’s rare for users to visit your profile. Generally, they just scroll through their home feed. To get them to visit, brands would need incentives or tweets worth searching out.
It Won’t Be Free
It Won’t Be Free
Twitter said this year that its goal is to double its revenue by 2023.
The point of enabling ads and shopping is to make a profit, and Twitter is bound to charge like other platforms.
Who Is Twitter?
Who Is Twitter?
With the recent launch of subscriptions and several new features – some of which have failed, including Fleets – Twitter seems to be struggling to find its purpose.