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RIP all the brands’ mentions. Twitter is testing a “Shop” button, TechCrunch reports.
- In the test first surfaced by social media consultant Matt Navarra, tweets host an item’s product information, price, and purchase button.
- When users click “Shop,” they’re sent to a brand’s online store.
- The tool’s meant for organic shopping content, but it could also be deployed as an ad unit, per TechCrunch.
Threads for threads: Twitter hinted that commerce tools were en route at its investor day last week. The bird app is already a place where shoppers talk about brands (and brands “talk” to each other), so Twitter thinks those @’s can naturally translate to purchases.
But just like Fleets...only a small, dedicated few regularly participate in social commerce. This year, social commerce will nab just 4.3% of total e-comm sales in the US, per eMarketer.
- While Twitter’s thinkboi population is outsized, its shopping population isn’t. Total Twitter users were flat YoY, per Pymnts, while Instagram, Pinterest, and Snapchat’s total users grew.
The takeaway: Keep your content teams focused on social platforms with established shopping tools for now.