Twitter Backing Off E-Commerce

Twitter Backing Off E-Commerce

In a recent tweet, I highlighted the news that apparently, Twitter is backing off finding a cool way to integrate ecommerce elements directly into the Tweet stream.

Integrated ecommerce is a hotly desired next-generation feature within the various social networks.  Pinterest is leading the way; Facebook is stumbling, even though they’ve had a significant head start.

Twitter is now pulling back from it — redirecting their internal team dedicated to it, onto other things.

I think two things are going on here:

  1. People are still reluctant to buy on social networks.
    A ‘click to buy’ button, integrated into Facebook posts, is a no brainer; it’s a marketer’s dream come true. But it hasn’t worked.  People are far more likely to buy an item inside a Facebook ‘buy and sell’ group than just from their general news feed. I think the over-saturation of advertisements has turned Facebook users off, and has tainted the space for integrated e-commerce.  Pinterest is walking the edge carefully, and hopefully will see success.  Might Snapchat leapfrog everyone? Possibly.
  2. Twitter is in trouble.
    The fact that Twitter is backing away from integrated ecommerce (which represents an incalculable winfall of ongoing revenue), suggests that the internal resources are being shifted to Twitter’s core problem: getting more users.  I can’t imagine why they would give up completely on integrated ecommerce, unless they are fully, completely putting their attention on their new user acquisition problem.

You can read the full article right here.


Owner of Rhino Digital Group, and web design and social media e̶n̶t̶h̶u̶s̶i̶a̶s̶t̶ addict. Helping businesses get online and improve their digital footprint is my passion. Contact me if you'd like to learn how we can help your business.

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