Twitter to allow businesses to showcase products on profile in major ecommerce push

Twitter has announced plans to enable business profiles to showcases products directly on their pages as it continues its foray into ecommerce.

The social media platform will allow a dozen retailers including Arden Cove and GameStop to take part in the pilot.

The retailers will have the option of advertising up to five products at the top of their Twitter business profiles where users can swipe between the items and then be redirected to the retailer’s site to complete the purchase.

Twitter has said however it will not process the sales and won’t take a cut of the revenue generated by users completing purchases through the app.

Investors reacted positively to the news as the company’s shares rallied, seeing stocks rise 5.3 per cent to $71.92 on Wednesday.

READ MORE: Facebook to integrate “Shops” feature with WhatsApp and Marketplace

Twitter has been playing catch-up to rivals including Facebook, Instagram, TikTok and Snap, who have all moved into the social commerce space with various features aiming to capitalise on huge user numbers.

“We know people come to Twitter to interact with brands and discuss their favourite products,” Twitter revenue product head Bruce Falck said.

“Imagine easily discovering and quickly purchasing a new skin-care product or trendy sneaker from a brand you follow, with only a few clicks.”

Twitter unveiled a “Buy Button” alongside product catalogues back in 2014 however the idea was scrapped after it failed to gain traction with users.

Rival Facebook introduced “Shops” last year and has since seen more than 300 million monthly visitors and around 1.2 million monthly active shops meanwhile photo-sharing platform Instagram has enabled users to purchase items from its explore page.

Twitter’s new product, coined “Shop Module,” is only available to English-language users in the US for now.

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