Twitter Gives Social Shopping a Second Shot – WWD

Twitter is taking another stab at social shopping. The move comes seven years after the social media powerhouse unveiled its first commerce initiative. The feature, which let users buy goods from shoppable tweets, didn’t get far. Less than three years later, it confirmed it was doing away with the buttons. In the meantime—largely since the pandemic turbocharged the e-commerce market—a swath of rivals has taken up similar endeavors. In May last year, Facebook announced it was launching a new Shop feature on both its namesake app and Instagram, its photo-centric subsidiary. This May, Snapchat expanded its in-app stores—for a year, available only to a limited selection of brands—to everyone. The same month, Bloomberg reported TikTok was testing in-app sales in Europe. Now, it appears Twitter wants back in. On Wednesday, it unveiled the “Shop Module.” The feature, it said, will sit in a dedicated space at the top of a business’ profile and offer a scrollable carousel of products, each of which can be bought in an in-app browser. “Social commerce solves the agility challenges brands have experienced within other e-commerce platforms,” Eric Dahan, CEO of influencer marketing agency Open Influence, said. “Moving forward, we don’t expect this evolution of
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