Twitter is planning on launching itself as a mainstream eCommerce platform by partnering with Shopify.
With the intergration of Shopify, Twitter would serve as an intermediary eCommerce platform for over 100,000 merchants, which use Shopify for selling their products and services online.
The partnership comes at a time when various social media platforms like Facebook, Pinterest and Twitter have been testing their own versions of “buy buttons” and are racing to tap into the enormous potential of social commerce business.
Twitter is however not the first company to partner with Shopify. Among other platforms, Facebook is also working with Shopify and so is Pinterest, which is also working with Demandware to monetize the commerce potential of bigger retailers like Cole Haan, Re/code reported.
Though a partnership with Shopify might promise a huge market potential for social media platforms looking to further monetize the fast-emerging social commerce opportunity, it doesn’t necessarily market well to all of the Shopify clients, many of which are small businesses with little to no social media presence. This might push small businesses to embrace advertising on these platforms or disregard it altogether.
As far as Twitter’s strategy goes, the company has been putting quite some thought into it. In June this year, the company announced that it was testing out “product and place pages" and “product and place collections.”
Both of the tests were directed at promoting specific products with images, video and pricing and provided an option to buy them right there on Twitter.
In an almost Pinterest-like style, Twitter also tested out an environment where users could follow content curators called “influencers” and shop for the products they like.
"This is just the beginning,” Amaryllis Fox, product manager at Twitter, wrote in a blog post, sharing that “in the coming months we’ll be testing more new experiences we hope give you the most personalized and relevant information about the places and things you want to explore.”