Twitter recently launched a feature called ‘Shop Modules’. This is a section at the top of user-profiles where various brands can showcase their products. The company said in an announcement that this pilot program is a way to explore how shopping profiles generate sales. Right now, only a few select brands are getting roll outs in the U.S. market. Additionally, only people in that market with their profile set to English and using iOS devices can see the module. It’s very much in its early days of deployment, but we’re already excited.
How it Works
At the top of profiles with the Shop Module enabled, businesses have a place to showcase products. When people visit these Shop Module-enabled profiles, they can scroll sideways through the carousel display and see all the products. Interested users can tap on a product and learn more – They can even complete purchases seamlessly in-app without leaving Twitter.
Twitter’s audience is an audience responsive to change and new ideas. Feedback about this module is sure to generate good data on how Twitter can use it in the future. New jerseys from a user’s favorite sports team create emotional engagement that provides a long-lasting impression. Twitter says it is using these moments to gain a chance to keep learning about what kinds of shopping and purchasing experiences people prefer on Twitter.
Why it Matters
Like Twitter, we’re hoping that these new and upcoming Shop Modules will be a – To quote Twitter – “Feature that allows us to explore how shoppable profiles can create a pathway from talking about and discovering products … To actually purchasing them.” The pipeline from seeing a product and purchasing it is not always clear, and a new, direct line like this is a reason to be excited. Its implementation remains to be tested and depending on the success of the pilot. These Shop Modules may become available to the general user base, giving businesses a new way to share products with their audience.
Many variables may determine the success, however. Every different social media platform has its own user base, and these user bases all vary wildly by factors such as age, gender, education level, and professional affiliation. Some features, therefore, may not work on a particular platform even if its implementation is perfect. However, it seems this new feature may be particularly exciting for direct-to-customer (D2C) or business-to-customer (B2C) businesses whose target demos tend to be the most active on Twitter.
As mentioned, the Shop Module is a carousel that Twitter places at the top of profiles. This is prime real estate that everyone who looks at a business’ Twitter page will see. The ease of use by simply scrolling and tapping to view products without having to leave the Twitter app will help streamline purchases and simplify the end-user experience.
Right now, businesses have to wait to sign up as the pilot is not open for registration. Twitter also recently formed a new Merchant Advisory Board which consists of the “best-in-class examples of merchants on Twitter” and has hopes that the board will be able to address the needs of businesses of all sizes that rely on and enhance their service.