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Sunset lamp companies could soon have a less chaotic way to promote their products on Twitter.
Twitter announced Wednesday that it is — surprise, surprise — launching a pilot version of a shopping tool. The “Shop Module” is a dedicated carousel of products that brands can enable on their profiles. Then, users can click on and buy the products without leaving the Twitter app.
As of July 28, the feature, which has been rolled out to a “handful of brands,” according to Twitter, was intended to be visible to users in the U.S. who use Twitter on iOS devices.
While shopping on Twitter is maybe a less obvious leap than, say, shopping on Instagram, it does make sense in its own way. Twitter is *the* platform for monitoring drops, where mere seconds determine whether you score a pair of limited-edition sneakers or a Telfar bag. It’s also home to plenty of other product-based discussions — anyone who’s ever braved Skincare Twitter knows that. Gushing over a Sunday Riley serum or a retro pink toaster with mutuals is almost as crucial to Twitter as swapping memes.
That seems to be Twitter’s philosophy, too. When a conversation about a product goes viral, an in-app module will, in theory, allow people to act on their enthusiasm without actually leaving the platform.
“With this pilot, we’ll get to explore how our engaged, responsive, and chatty audience reacts to products that are emotionally charged — like a new jersey from your favorite sports team — or that provide lasting impact — like a new skincare regimen,” Twitter product revenue lead Bruce Falck explained in a blog post.
If the experiment is a success, it’s potentially great for the platform: Both brands and consumers will be incentivized to spend more time and resources on Twitter. (At this time, Twitter does not plan to take a commission on purchases made through the Shop Module, according to a spokesperson.)
A direct shopping feature could also be a game changer for small businesses. It’s not unusual for an up-and-coming brand to have a moment of fame after one “Hey I made this” tweet goes viral or a thread about small businesses gains traction. Recently, Twitter communities have had a particularly passionate reaction to fast fashion’s blatant regurgitation of designs made by smaller creators. The Shop Module offers another opportunity for shoppers to offer tangible support to original artists.
Twitter began testing an ecommerce card for individual tweets back in March, according to screenshots gathered by UK-based social media consultant Matt Navarra.
It’s unclear whether the Shop Module will become a permanent feature or join Fleets (RIP) in the Twitter graveyard. If it stays, though, it will be interesting to see how it impacts brands’ approaches to the platform — including their Black Friday plans.
