[eMarketer] Twitter adds in-app storefront and expanded product display for brands

Twitter is testing Twitter Shops, a feature that will let merchants showcase up to 50 products on their profiles, per a company blog post.

The tool is free to use and is currently available to select US brand partners, including Verizon and Arden Cove.

Twitter Shops is an expansion of the company’s existing Shops Module, which lets brands highlight up to five products on their business profile.

In addition to the Shops Module, Twitter introduced live shopping last year, bringing its social commerce tools closer in line with those of competitors.

But unlike shopping on Instagram and Facebook, Twitter doesn’t enable native checkout. Instead, would-be buyers are directed from the Twitter Shop to the brand’s website via an in-app browser, where they can complete the transaction.

According to eMarketer, despite Twitter’s interest in building out social commerce as a revenue stream, the social media company’s chances of rivaling Facebook, Instagram, or TikTok as a commerce platform to be reckoned with are slim.

Read the full eMarketer article here

www.emarketer.com