Social networks have proven to be a great place to shop: live commerce is already one of the best marketing techniques. Following in the footsteps of Instagram, Facebook, Pinterest and TikTok, Twitter is now introducing Live Shopping, its new live commerce feature.
The social network has declared in a statement its intention to boost eCommerce by complementing it with other options available on its platform, such as banners or ads in comments. Twitter’s live commerce will allow users to access the live stream, with the possibility of buying the products that will be shown under the video.
How Live Shopping will work
Twitter’s new live commerce will allow users to join live tweets about the event, browse the “latest” tab with product previews, or if they prefer, access the “buy” tab to go to the shop or brand that is live-streaming. In the meantime, you will continue to watch the video, which will appear in a smaller window at the same time as you add products to your shopping cart and checkout.
Twitter has also made it clear that it will not receive any percentage of the revenue from purchases made on Live Shopping, and brands that want to be included on the platform will not pay for it either. Twitter’s aim is for Live Shopping to act as a magnet to get more users on its social network, something that has suffered in recent years.
Live streaming eCommerce, the format that is sweeping online sales in China Jason Derulo and Walmart have already tested Twitter’s live shopping. The new feature takes advantage of both the rise of eCommerce on social media and the benefits of engaging with potential customers on the platform in real time. Last Sunday, 28 November, the first live commerce on Twitter took place on the occasion of Cyber Week with the participation of Walmart.
The broadcast was presented as a 30-minute entertainment show, highlighting electronics, household goods, fashion, home décor, and guest appearances. In 2020 Walmart has already resorted to this type of live presentation on TikTok and Youtube, getting more views than expected, which helped them increase their follower base on TikTok by 25%.
Walmart bets on Twitter Live Shopping
As Walmart has expanded its live commerce testing to Twitter’s new platform, the social network has said it is honoured to have the big brand as the first to host an event.
“Walmart is known for giving customers an immersive look at their products and we’re excited to bring this experience to Twitter with them as we help them achieve their business goals.” These are the words of Sarah Personette, chief customer officer at Twitter.
In the statement he also added:
“This is just the first of many live commerce events that we hope brands can bring to market. We can’t wait for people to see, chat and buy, all through Twitter”.
Live Shopping will also enable the addition of merchant and product catalogue management tools thanks to its new interface called Twitter Shopping Manager.