Twitter Exec Offers Clues on Future of Twitter Commerce

Twitter's 'buy' button launched alongside small purchase items and it might stay that way, says a Twitter insider.

Twitter’s “buy” button was officially announced in September of last year, and started to appear in the wild in November. So far, the button has been tied to small promotional items, such as free popcorn with a movie ticket, and hasn’t yet rolled out to all brands.

So when can you expect a bigger e-commerce push from Twitter?

Ori Carmel, marketing manager with Twitter, has been speaking at Mobile Marketer’s Mobile FirstLook: Strategy 2015 conference in New York, and offered one or two clues about Twitter’s plans.

In the Q&A after his talk, Carmel was pressed directly on how Twitter’s commerce efforts were progressing.

There are no distinct time lines that I know of at the moment, in terms of opening this up. Just like any other technology, this will have its difficulties, have its ups and downs.

When asked about how consumers general appetite for mobile commerce, Carmel said:

I don’t see a whole lot of people fully converting on bigger purchase items that involve a more complex decision process. That will take a little bit more time. And of course, Apple Pay is going to accelerate all that.

What Carmel is essentially saying is that it’s going to be a while before people happily buy cars through platforms such as Twitter (or any social channel) – if ever – and the company will perhaps need to take a stepping stone approach to e-commerce, gradually easing customers into the idea that their model is both safe and convenient. The same is true for Facebook. So there’s a lot of sense in starting out small, and I’d expect bigger ticket items to be slowly introduced later this year.

This article was corrected after confirmation from a Twitter spokesperson. Previously we posted that Mr Carmel’s comments were in direct relation to Twitter’s ‘buy’ button. This is not the case and we apologise for the error.

Publish date: January 16, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT