Twitter prepares the launch of its new live commerce function

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SUSANA GALEANONOVEMBER 24,

Twitter prepares the launch of its new live commerce function
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Shopping on social networks is an unstoppable trend, especially given the arrival of live shopping , which has positioned itself as one of the best marketing techniques that offers immediacy and engagement with consumers, and like Instagram, Facebook, Pinterest and TikTok, Now Twitter presents its new live commerce function.


This will be the new Twitter live commerce function
According to Twitter's statement , this option seeks to enhance eCommerce on the social network, at the same time that it will complement other options available on its platform, such as banners or ads in comments.

Its live commerce will allow users to tune in to the live broadcast, with the option to purchase the products that will be shown under the video.


With this presentation, users can join the live tweet thread about the event,  and Belgium Email List browse the “latest” tab with product previews, or access the “buy” tab that will redirect users to the store or brand that is doing the live broadcast . And all this without stopping viewing the video at any time, which will be shown in a smaller window while the user adds products to their shopping cart and makes the payment.


Twitter has assured that it will not keep any percentage of the income from purchases made through this live commerce format on its platform, and that brands will not pay to be included either. The idea behind this launch is that offering live streaming purchases will attract more people to join the social network, which in recent years has had problems growing its number of users.

Live streaming eCommerce, the format that is revolutionizing online sales in China
Jason Derulo and Walmart, first to try Twitter live shopping
This new function takes advantage of both the rise of eCommerce on social networks and the benefits of the participation of potential customers in real time that the platform offers, an option that we will be able to see in operation very soon, since this Sunday, November 28, on the occasion of Cyber ​​Week will host the first live commerce on Twitter with the participation of Walmart .

“We will be conducting our first live shopping test in collaboration with Walmart, kicking off Cyber ​​Week with social media star singer, songwriter and dancer Jason Derulo for the first live shopping broadcast on Twitter .”

This broadcast will be presented as a 30-minute entertainment program that will highlight electronic items, home items, fashion, and seasonal decorations, as well as having special surprise guests.

This is not the first time that Walmart has decided to integrate live commerce actions as part of its marketing campaigns: last year the North American retail giant had this type of live presentations on TikTok and YouTube.

Now this event will be broadcast on its official platform , its Twitter account and will be broadcast on Facebook, Instagram, TikTok and YouTube, a bet that seems safe for the supermarket chain since its first event held a year ago delivered more visits than anticipated , in addition to helping increase his follower base on TikTok by 25%.



Following this success, Walmart expanded its live commerce tests to other platforms, and so far has organized more than 15 events, which Twitter will now join.

Soon the social network will include a new store module
“ We are honored to have Walmart on board as the first brand to host a live commerce event on Twitter. “Walmart is known for giving customers an immersive look at its products and we are excited to bring this experience to Twitter with them, while helping them achieve their business goals ,” said Sarah Personette , director of customer service at Twitter in her statement. .

“ This is just the first of many live commerce events we hope brands can bring to market, and we can't wait for people to watch, chat and buy, all through Twitter ,” he added.

And beyond live commerce, Twitter announced that in the coming weeks it will test a new shopping module that will allow the incorporation of merchants and product catalog management tools through a new interface called Twitter Shopping Manager.