With a Test of a Shopping Module on Business Profiles, Twitter Takes the Next Step Towards eCommerce
Following an initial test of Professional Profiles for brands in April, Twitter is now moving on to the next stage of its business push, with a new 'Shop Module' being tested with several brands in the United States. The Shop Module is a section at the top of a profile where businesses can display their products. When consumers visit a profile that has the Shop Module enabled, they can scroll through the carousel of products and tap through on a particular product to learn more and purchase it - all while staying in the Twitter app.
With the rise of eCommerce, nearly every social network is now looking into how it can incorporate purchasing elements to keep users on the platform longer and increase income prospects. As a result, it's no surprise that Twitter is investigating the possibility, which, as previously stated, is part of the company's ongoing effort to give more tools for corporate users.
Twitter conducted a survey with certain users in March, asking for comments on prospective business features that may be added to its Professional Profiles in the future. This Shop Module, as well as several other display elements, was one of them. As Twitter widens its push, it appears that all of these display options will eventually be made available to business users. Will these choices be offered to brands for free, or will corporations have to pay a monthly charge, similar to Twitter Blue, to gain access to these add-on tools?
Twitter has been experimenting with several types of paid add-ons that users would have to pay for. Of course, Twitter Blue is the most well-known example thus far, with users paying a monthly charge for extra tweet capabilities like 'Undo Send' and Reader Mode. However, Twitter is testing improvements to its TweetDeck tweet management software, which might lead to similar subscription alternatives for professionals.
Even Twitter's Professional Profiles may become a paid option as the platform seeks new revenue streams as part of a larger effort to increase revenue by 2023. As a result, it appears likely that this new product display will become a paid service. It's still early days, and only a few brands have been granted access. However, given Twitter's increasing commercial concentration, this appears to be the path that such aspects will take.
Would brands be willing to pay for access to more professional features? Would you be willing to pay to have a Shop widget on your Twitter profile?
Many businesses will, and as a result, it appears to be a good opportunity for Twitter to expand its revenue alternatives - but before you get too excited about the possibilities, keep in mind that it will almost certainly come at a cost. But that's the next step, and Twitter hasn't stated whether or not such functions would be charged. However, Twitter has announced the formation of a new Merchant Advisory Board, which will feature a variety of businesses that have established themselves on the network and who will be consulted on future business tool advancements.
According to Twitter:
“We think that by partnering with them, we will be able to more readily address the demands of businesses of all sizes and verticals in our product development.”
The next stage might be shopping choices within Tweets, which the company is currently testing.
Twitter has stated that its eCommerce features will take time to develop, but there is a big possibility here, and it may be a big part of Twitter's overall growth strategy. They're still in the early stages of this project, but expect a lot more in the coming months. Before deciding on a wider rollout, Twitter says it would first test the Shop module "with a handful of brands in the United States." We'll keep you informed of any developments.