Twitter starts experimenting with shopping features in livestreams

The first broadcast will debut on November 28th.

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Igor Bonifacic
November 22, 2021 12:30 PM
Twitter Live Shopping

After its first serious foray into e-commerce this past summer, Twitter has started testing a new live shopping experience. The feature essentially allows users to both watch a broadcast and shop at the same time. The first live shopping stream will debut on November 28th at 7PM ET when Walmart hosts a Cyber Week-themed livestream with Jason Derulo. The songwriter will spend about 30 minutes talking about a variety of products, including electronics and home decor.

“Livestreaming on Twitter gives businesses the power to engage with their most influential fans, and adding the ability to shop into this experience is a natural extension to attracting and engaging with receptive audiences,” Twitter said of the feature.

Twitter has also started testing a “Shopping Manager” it says will help with the merchant onboarding experience. Additionally, the company is expanding the availability of the “Shop Module.” First announced in July, the tool allows brands and businesses to add a carousel to their profile that can highlight a selection of products. Over the coming weeks, the company says it will roll out the feature to more merchants in the US.

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Not now

Compared to other social media platforms, Twitter has been slow to embrace and add e-commerce features. The fact the company is now adding a host of shopping features suggests it sees e-eommerce as a big part of its future.

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