As part of its ongoing efforts 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 of Shopify’s US merchants through its app store. The app allows merchants to add themselves to Twitter’s Shopping Manager, Dashboard Offered By social media company where sellers can access product catalog tools and enable other shopping features for their profiles.
The news follows Twitter’s recent launch of shopping-related features, including the launch of the “Product Drops” feature this month, and the first launch of Twitter’s mobile storefront and livestream shopping. Meanwhile, Shopify says orders placed through partner integrations like Twitter quadrupled in the first quarter of 2022.
Merchants will be able to use the new Sales Channel app to connect their Twitter account to their Shopify admin, then set up with Twitter’s Shopping Manager and other free tools. Twitter is made for “pros”. This includes the launch of a new feature by Twitter called Location Spotlight, which was announced earlier this month, that lets local businesses in the US, Canada, UK and Australia provide information such as their street addresses, contact information and hours of operation. to be displayed directly on their profile.
Currently, merchants can enable Twitter Shops, Shop Spotlight or Location Spotlight. But the company told us that it is working on giving merchants the option of enabling 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, as before, that inventory would have to be entered manually on Twitter’s platform. As their Shopify catalog changes, so will they sync with Twitter’s Shopping Manager.
An earlier adopter of this feature, @TrixieCosmeticsAgreed it was an improvement.
“The Twitter sales channel makes it fast and easy to meet our customers, wherever they are. Automatic syncing is going to help us save so much time, and the sales channel allows me to easily connect the two platforms that we are working with.” We already tap into selling products and connecting with customers,” said Jessica Stevens, Trixi Cosmetics Senior Social Media Manager. in the announcement.
When inventory is synced, merchants can use Twitter Shops and shop spotlight Features to help customers find and shop your products on social media platforms. Those transactions will be on the merchant’s own website. Related to this, Twitter Shops and Shop Spotlight are also now out of beta testing and will be made available to all merchants in the US, Twitter says.
“Reaching potential customers, where they are, is critical to the success of Shopify merchants,” said Amir Kabara, Product Director at Shopify, in a statement. “Twitter is where conversations happen, and the connection between conversation and commerce is important. Our partnership with Twitter, and the launch of the Twitter Sales Channel, will let merchants seamlessly bring commerce to the conversations they already have on the platform. But doing it,” Kabbara said.
Twitter sees the potential to bring more e-commerce brands to Twitter, as these same companies make up a large portion of Twitter’s advertiser base. as a company Explained Last year, it aimed to help people buy things on Twitter because it also helps advertisers find their customers and continue those relationships.
Unlike Meta’s e-commerce efforts, where multiple purchase transactions take place in-app using Meta’s own payment system Meta Pay (previously Facebook Pay), Twitter directs users’ clicks to the brand’s own websites. However, Meta has a more evolved e-commerce strategy, where it’s given its own tab of “shops” in the Instagram app. By comparison, Twitter Shops aren’t centralized as such – they’re found on the Twitter profile of an individual business.
Twitter also highlighted the potential of e-commerce today, when it had 6.5 billion tweets in 2021 mentioning businesses on its platform. As with when recently announcing product drops, Twitter users are already chatting about brands and products on their app, so allowing those customers to complete transactions via Twitter is the next step. as is understandable.
The company declined to share how many brands were testing the Shopify app prior to launch, nor could it disclose how many businesses have now adopted Twitter Shops.
The Twitter partnership was one of Shopify’s many product announcements today as part of its new twice-annual showcase, Editions, where it will continue to share its latest commerce innovations. The company also announced tie-ups with other big tech companies Apple and Google regarding Tap to Pay on iPhone and local inventory on Google respectively, among other things.