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Twitter tests new feature that allows users to buy brand products

The ‘Shop Module’ pilot aims to test the potential for shopping on the platform

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Photo (c) urbazon - Getty Images
Twitter has launched a new pilot project in the U.S. with the aim of testing its ability to support  e-commerce on its platform. 

A new “Shop Module” will be found at the top of participating brand and business pages. Users will be able to scroll through the products and purchase items without leaving the platform. Initially, these product carousels will only be available to those using English-language Twitter on iOS devices. 

Twitter said the pilot will help it glean some insights into what types of products drive traffic to online retailers. Specifically, the company is hoping to determine whether trend-driven online conversations inspire users to purchase certain products. 

In an announcement, Twitter said the feature will allow it to “explore how shoppable profiles can create a pathway from talking about and discovering products on Twitter to actually purchasing them.” 

Small group of testers

The feature is being tested by a small group of companies, including GameStop, travel brand Arden Cove, and ten other brands across a variety of industries. At this time, businesses aren’t able to request to be part of the pilot.

“We believe in the power of the conversations that Twitter facilitates around products … we are starting small with a handful of brands in the US,” said Bruce Falck, revenue product lead at Twitter.

Twitter said its Shop Module is a step towards better supporting e-commerce on the platform. It builds on the Professional Profiles feature it introduced in April, which allows businesses, nonprofits, and creators to show work-related information on their profile. 

The company said it is also establishing a Merchant Advisory Board that’s comprised of brands that have a history of being “best-in-class” examples of merchants on Twitter. 

“With their partnership, we hope to more easily address the needs of businesses of any size or vertical in our product innovation,” Twitter said. 

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