The news: Twitter is testing Twitter Shops, a feature that will let merchants showcase up to 50 products on their profiles, per a company blog post.
More on this: The tool is free to use and is currently available to select US brand partners, including Verizon and Arden Cove.
Twitter Shops is an expansion of the company’s existing Shops Module, which lets brands highlight up to five products on their business profile.
Not a natural fit: Despite Twitter’s interest in building out social commerce as a revenue stream, the social media company’s chances of rivaling Facebook, Instagram, or TikTok as a commerce platform to be reckoned with are slim.
#TikTokMadeMeBuyIt: Unlike Twitter, Meta has made social commerce a priority for its platforms going forward as privacy updates crimp its ad revenues. But it’s TikTok that’s really driving the social commerce trend forward—viral content that appears on the platform fuels consumption and influences product trends.
The big takeaway: Social commerce in the US is still nascent, which makes now the ideal time for brands to start experimenting to see which platforms, features, and strategies are best for them. Even if Twitter’s functionalities lag behind those of other platforms, it’s still a valuable—and relatively low-stakes—testing ground that can yield valuable insights.