As part of its ongoing efforts to expand into e-commerce, Twitter today announced a new partnership with Shopify. The deal will see Twitter roll out a sales funnel app that will be made available to all Shopify US merchants through its app store. The app allows sellers to introduce themselves to Twitter’s Shopping Manager, control panel provided by a social media company where sellers can access product catalog tools and enable other shopping features for their profiles.
This news follows Twitter’s recent launch of shopping-related features, including this month’s rollout of… “Product Discount” featureand previous Twitter launches about mobile storefront and shopping live stream. Meanwhile, Shopify says orders through partner integrations, like Twitter, quadrupled in the first quarter of 2022.
Merchants will be able to use the new sales funnel app to connect their Twitter accounts to the Shopify admin, then set up with Twitter Shopping Manager and other free tools Twitter is built for “Experts”. This includes Twitter launches a new feature called Location Spotlight, announced earlier this month, allows local businesses in the US, Canada, UK and Australia to display information such as street address, contact information and hours of operation. directly on their profile.
Merchants can now enable Twitter Shops, Shop Spotlight, or Location Spotlight. But the company told us it’s working to give sellers the option to enable more than one of these features at once.
After linking their Shopify and Twitter accounts, sellers can use the new app to sync their product catalogs with Twitter. This saves considerable time and energy, as previously, inventory would have to be entered manually on Twitter’s platform. As their Shopify catalog changes, they will also be synced to Twitter’s Shopping Manager.
A previous user of this feature, @TrixieCosmeticsagree that this is an improvement.
“Twitter sales funnels make it quicker and easier to meet our customers wherever they are. Automatic syncing saves us a lot of time, and the sales funnel allows me to easily connect the two platforms we already use to sell products and interact with customers,” said Communications Manager. Trixie Cosmetics senior social mediator, Jessica Stevens, said in the announcement.
Once inventory is synced, merchants can use Shop on Twitter and Shopping in focus features that help customers discover their products on social media platforms and make purchases. Such transactions will take place on the seller’s own website. In this regard, Twitter Shops and Shop Spotlight are also currently in beta testing and will be made available to all US sellers, Twitter said.
Amir Kabbara, Product Manager for Shopify, said: “Reaching potential customers where they are is critical to the success of Shopify merchants. “Twitter is where conversations happen and the connection between conversations and commerce is very important. Our partnership with Twitter, and the launch of the Twitter sales channel, will allow merchants to seamlessly bring commerce into the conversations they already have on the platform,” added Kabbara.
Twitter sees potential in bringing more e-commerce brands to Twitter, as these same companies make up a significant portion of Twitter’s advertiser base. As a company explain Last year, it aimed to help people buy on Twitter as it also helps advertisers find their customers and continue to own those relationships.
Unlike Meta’s e-commerce efforts, where many purchases take place within the app using Meta’s own payment system, Meta Pay (formerly Facebook Pay), Twitter directs user clicks to the brand’s own websites. However, Meta has a more developed e-commerce strategy where it is offered a “Shop” tab in the Instagram app. Twitter stores, in comparison, aren’t centralized in that way – they’re found on each business’s Twitter profile.
Twitter today also highlighted the potential of e-commerce, noting that there will be 6.5 billion tweets mentioning businesses on its platform by 2021. As pointed out when it recently announced Product Drops, Twitter users already have conversations about brands and products on its app, so allowing those customers to complete transactions via Twitter is the next step.
The company declined to share how many brands were testing the Shopify app prior to launch, nor could it disclose how many businesses currently use Twitter Shops.
The Twitter partnership is among Shopify’s product announcements today, as part of its new twice-yearly showcase, Editions, where it will continue to share new commerce innovations. his best. The company has also announced relationships with other major tech companies, Apple and Google, regarding the Tap to Pay feature on iPhones and local warehouses on Google, among other things.