Twitter Launches Trial Of New Shop Module

The move by Twitter allows users to make purchases directly from the retailer's social media feed.
Duncan Lambden

Social media titan Twitter is toying with implementing ecommerce onto their platform, as they've recently rolled out a trial of their new shopping module, which would allow people to purchase products and services directly through Twitter.

This isn't the first time Twitter has dabbled with ecommerce. All the way back in 2015, Twitter launched a Buy Now button that could integrate with various ecommerce platforms, like Shopify, Bigcommerce, and Demandware.

This feature came and went, but now Twitter is giving it another run with the Shop Module. This addition won't need to integrate with various shopping platforms, but rather will stand independently on Twitter, meaning it will be that much easier for vendors to set up.

How Does the Shop Module Work?

Twitter's previous Buy Now system, while short-lived, was a lot less detailed, with each Buy Now option having to be tethered to an individual tweet. This meant if companies wanted to optimise sales of a specific product, they'd need to keep tweeting about the same thing to keep it relevant.

However, the Shop Module is a lot more streamlined and conducive to long-term sales. A business will be able to create individual buttons for each product it's looking to showcase on its page, which will remain at the top of the feed, just under the bio. This means they won't be pushed down the page every time the company tweets.

Shop Module Twitter

If a potential customer sees something they're interested in, they can click on the product's card (which would just show the product's name, image, and price), and see more information, as well as an option to buy it.

Why Is The Shop Module an Important Development?

Ecommerce has hit a new high over the past few years. While it's true that the COVID-19 pandemic only strengthened online shopping, it was on a considerable trajectory anyway. According to one source, 2020 saw a huge 32.4% increase in online sales in 2020, and 39% increase in Q1 2021, with no signs of slowing down. In 2020, online sales hit $791 billion in the US, up from $598 billion the year before.

Online shopping is how a lot of businesses make the bulk of their money, especially small businesses that might not have any kind of brick and mortar stores. So when you take a platform for marketing and advertising like Twitter and add the ability to purchase directly through that platform, it offers business another leg up.

The Future of Twitter's Ecommerce

This module is in its earliest days of being rolled out, so it's too early to really gauge its success, but it's certainly a lot more streamlined that Twitter's 2015 attempt at ecommerce.

The module is currently being tested on bigger brands like Gamestop, but if this rollout does well, we'll soon be able to see it implemented on small business pages. This extra path to conversions is great news for any businesses that rely on online sales.

Twitter has always been a good method of attracting and converting customers, but if the Shop Module is a success, it'll be more useful than ever before. If you own a small business and would like to build up your Twitter following in time to jump on the Shop Module bandwagon, try a social media management software platform, which can help you optimize your social media presence.

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Duncan is an Australian-born writer for Tech.Co. His articles focus on software that allows small businesses to improve their efficiency or reach, with an emphasis on email marketing or accounting. In his free time, Duncan loves to deconstruct video games.

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