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Twitter partners with Shopify to bring merchants’ products to Twitter Shopping – TechCrunch

As part of its ongoing effort to expand into e-commerce, Twitter today announced a new partnership with Shopify. The deal will see Twitter launch a sales channel app that will be made available to all US merchants by Shopify through its app store. The app allows merchants to login to Twitter’s Shopping Manager, the offered dashboard of the social media company, where sellers can access product catalog tools and enable other shopping features for their profiles.

The news follows recent launches of shopping-related features on Twitter, including this month’s launch of a “Product Drops” featureand previous launches of Twitter mobile shop windows and Livestream Shopping. Meanwhile, Shopify says orders placed through partner integrations like Twitter quadrupled in the first quarter of 2022.

Merchants can use the new sales channel app to connect their Twitter account to their Shopify admin and then get set up with Twitter’s Shopping Manager and other free tools Twitter was built for “pros”. This contains Twitter is launching a new feature called Location Spotlight, which was announced earlier this month and allows local businesses in the US, Canada, UK and Australia to display information such as their address, contact information and hours of operation right on their profile.

Photo credit: Twitter/Shopify

Currently, merchants can either enable Twitter Shops, a Shop Spotlight, or a Location Spotlight. But the company informed us that it is working on giving traders the option to activate more than one of these features at the same time.

After linking their Shopify and Twitter accounts, merchants can use the new app to sync their product catalogs with Twitter. This saves a lot of time and energy, because previously the stock had to be recorded manually on the Twitter platform. If their Shopify catalog changes, these are also synced to Twitter’s Shopping Manager.

A previous user of this feature, @TrixieCosmeticsagreed that this was an improvement.

“The Twitter sales channel makes it easier and faster to meet our customers wherever they are. The automatic sync will help us save so much time and the sales channel allows me to easily connect the two platforms we already use to sell products and connect with customers,” said Jessica Stevens, Trixie Cosmetics Senior Social Media Manager in the announcement.

Photo credit: Twitter/Shopify

When inventory is synced, merchants can use Twitter shops and Shop Spotlight Features that help customers discover and make purchases of their products on the social media platform. These transactions take place on the merchant’s own website. In this regard, Twitter Shops and Shop Spotlight are now also ending beta testing and will be made available to all retailers in the US, according to Twitter.

“Reaching potential customers where they are is critical to the success of Shopify merchants,” said Amir Kabbara, director of product at Shopify, in a statement. “Twitter is where conversations happen and the connection between conversations and commerce is critical. Our partnership with Twitter and the launch of the Twitter sales channel will allow traders to seamlessly bring trades into the conversations they already have on the platform,” added Kabbara.

Twitter sees potential in bringing more e-commerce brands to Twitter, since the same companies also make up a sizeable portion of Twitter’s advertiser base. As a company explained Last year, it aims to help people buy things on Twitter, as it also helps advertisers find their customers and keep owning those relationships.

Unlike Meta’s e-commerce efforts, where many in-app purchase transactions are processed using Meta’s proprietary payment system, Meta Pay (previously Facebook Pay), Twitter redirects users’ clicks to the brands’ own websites. However, Meta has a more evolved e-commerce strategy, with “Shops” having their own tab in the Instagram app. By comparison, Twitter shops aren’t as centralized—they reside on individual companies’ Twitter profiles.

Twitter also highlighted the potential for e-commerce today when it noted that there were 6.5 billion tweets mentioning businesses on its platform in 2021. As pointed out in the recent Product Drops announcement, Twitter users are already having conversations about brands and products in their app. As a next step, it makes sense to let these customers complete the transaction via Twitter.

The company declined to say how many brands tested the Shopify app before launch, nor could it disclose how many companies have since launched Twitter Shops.

The Twitter partnership was one of several product announcements by Shopify today as part of its new bi-annual presentation Editions, where the company will continue to showcase its latest commerce innovations. The company also announced ties with other big tech companies like Apple and Google, including in relation to Tap to Pay on iPhone and local inventory on Google, respectively.

Twitter partners with Shopify to bring merchants’ products to Twitter Shopping – TechCrunch Source link Twitter partners with Shopify to bring merchants’ products to Twitter Shopping – TechCrunch

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