The age of online retail is firmly upon us and sinking its talons into just about every facet of our digital existence. It’s not personal, it’s just business. And it’s a business Twitter’s looking to get into.
The microblogging platform plans to test out a new live shopping feature this weekend in collaboration with United States retail store Walmart, which will let users buy products advertised during a live-stream. Kind of like the digital equivalent to those old shopping networks.
Twitter teleshopping
Twitter’s tried and tested shopping features in the past, though not to any rousing success. Which is sure to frustrate it a little since other platforms are having much greater success monetising themselves through online retail.
This new venture, scheduled for 28 November 2021, is supposed to re-ignite the possibility for Twitter-based shopping. In theory, anyway.
“We are conducting our first test of Live Shopping in collaboration with Walmart, where they will be kicking off Cyber Week with singer, songwriter, dancer and social media superstar Jason Derulo for the first-ever shoppable livestream on Twitter,” reads an official announcement. “Starting at 7pm ET on Sunday, November 28, people can watch and shop from @Walmart (on iOS and desktop), where Jason will host a 30-minute variety show highlighting electronics, home goods, apparel, seasonal décor, surprise special guests and much more. ”
Users can browse a digital catalogue of the items being advertised while watching the stream, and clicking on an item will send them to Walmart’s website.
Again, this sounds like a shopping network with a social-media twist. Twitter’s promoting it as an opportunity for businesses too. “engage with their most influential fans”, but we at Stuff aren’t so keen on personifying brands just yet. Regardless, this is a limited test for now, and may or may not become a staple depending on its success this weekend.