Twitter’s efforts to date to make the platform business and shopping friendly have not met with great success. The microblogging site, which is great for creating opinions and spreading news, has not yet cracked the online shopping conundrum. However, since social platforms rely on shopping as a means of monetization, Twitter has little choice.
Given this situation, Twitter is making another attempt at a new shopping feature on its platform this weekend. In collaboration with Walmart, the microblogging app is testing a live shopping feature that allows users to purchase products that are advertised during a real-time video broadcast.
Scheduled for November 26, the event is part of Twitter’s drive to drive revenue through e-commerce. It is an ideal time to coincide with the main shopping season in the US and other countries.
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This is how the live shopping stream works
“We’re running our first live shopping test in partnership with Walmart, where they’ll kick off Cyber Week with singer, songwriter, dancer and social media superstar Jason Derulo for the very first live stream of shopping on Twitter.” Twitter announced
“Starting Sunday, November 28th at 7 p.m. ET, people will be able to watch and shop at @ Walmart (on iOS and desktop), where Jason is putting on a 30-minute variety show of electronics, housewares, clothing, seasonal decorations, and surprise guests and much more, “it said.
Twitter’s live stream shopping allows users to follow the live broadcast with shopping options displayed below the video feed. That means they can watch the video and shop at the same time.
Users can browse a product catalog while watching the live video and when they click to make a purchase they will be directed to the Walmart website to complete the transaction.
Twitter and its shopping saga
Twitter tried a few in-stream shopping options over the past year. Twitter, which has started testing the shop module with selected brands, will also introduce it to other retailers in the USA in the coming weeks. The shop module also builds on its professional profile efforts launched earlier this year.
Twitter also announced that it will begin testing a new way of including merchant onboarding and product catalog management tools through Twitter Shopping Manager. This gives merchants a single point of contact to manage how they appear on Twitter.
If these new attempts to get shopping up and running on Twitter don’t pay out the dividends it needs, then the platform will stall.
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