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Twitter takes another shot at social shopping

Matt Kapko | June 24, 2015
Twitter tried to break into social shopping in the past, but its efforts mostly fell flat. The struggling social network hopes to make waves (and revenue) with new product pages built for ecommerce, but is it another ill-conceived initiative?

Twitter already had issues with relatively simple but important details, such as pricing. For example, the product page for Draper James's Pierre Renoir Boat Hat shows a price of $140, but the "Go there" button takes you to the retailer's site, where the hat is listed for $88.

It can be difficult for companies to build new layers (in this case, shopping) on top of platforms that don't inherently serve the purpose, says Dawson. "Whether it's Product Hunt, Pinterest or Amazon, those services have a single core purpose, and these features are key elements of it, but at Twitter this is being bolted onto something very different, which makes it feel a little awkward."

Barbush says Twitter has an opportunity to surface tweets, reviews and product information that can help inform users' buying decisions. "I like Twitter's approach," he says. "Sometimes companies noodle things to death. Twitter tries many things and sees what works. I admire that."


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