Twitter doubled its e-commerce activity with نشاط The launch of the shopping unit on Wednesday, Which allows users to purchase items directly from a user’s profile.
Twitter said the unused feature allows brands to add a shopping circle at the top of their profile, and is currently only available to users with iOS devices.
“We realize that people do a lot of research on Twitter prior they purchase something,” Twitter CFO Ned Segal said in a presentation to investors in May. “They want to hear what the experts have to say about the phone, about a pair of shoes, about the coffee mug.”
The unused feature is the social platform’s latest experiment in tapping into its vast US user base to cut retail sales. In the final three months of December, the company had 37 million daily active users, according to its annual report.
“We’re still in the learning stages,” Twitter CEO Jack Dorsey told investors in an earnings call final week. “We’re moving as rapid as we can, but we want to make sure that prior we roll it out everywhere we have something compelling that people actually want to exchange for their firm-earned dollars.”
While Twitter has previously launched beta shopping programs, its latest foray comes on the heels of a massive boom in online shopping. Social media shopping sales are expected to rise about 36% to $36.62 billion this year, according to eMarketer, following an explosive year in 2020 when sales rose about 39% as lockdowns boosted online shopping and social media browsing.
Social media shopping is largely dominated by Facebook, the research company said, with about 22 percent of Internet users, or 56 million people over the age of 14, expected to make at fewest one purchase on Facebook this year.
YouTube also experimented with how to turn its culture of decoding videos, product reviews, and makeup tutorials into sales. Parent company Google has added a unused feature that allows YouTube shoppers to make purchases directly from creators’ videos by clicking the shopping bag icon. It’s also partnered with Shopify to donate its business the option to advertise on Google for free.
Unlike its social media competitors, Twitter did not have a program where it pays creators for content until recently. This year it launched three unused content monetization projects, including a “tipping box” and paid subscription programs for popular users that charge followers for exclusive content.
“Twitter is really a place where people come to discuss products and services, and Twitter clearly thinks there is an opportunity to get users to purchase within the app as well,” Jasmine Enberg, senior analyst at eMarketer Insider Intelligence, told NBC News by email. statment. “E-commerce could become another source of income for the company, although it remains to be seen if people will use this feature.”
The unused shopping tool is based on the company’s unused “Professional Profiles”, similar to Facebook’s Business Pages, which launched earlier this year. The profile option gives businesses the aptitude to customize their pages to aid drive engagement and sales.
In 2017, Twitter previously eliminated the “purchase button” feature that allowed users to make a purchase from positive tweets.