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Twitter does away with Buy Button

Twitter has closed down its commerce initiative and paused development on its Buy Button feature, reports Medianama citing a report in Wall Street Journal. Members of the commerce team have either been absorbed into other teams or have left the company.

Twitter has closed down its commerce initiative and paused development on its Buy Button feature, reports Medianama citing a report in Wall Street Journal. Members of the commerce team have either been absorbed into other teams or have left the company.

Though, Twitter isn’t abandoning the Buy button. Retailers like BigCommerce, Demandware or Shopify Inc & e-commerce platforms will continue to sell via Twitter’s Buy Now button and can insert the direct-buying feature into their tweets and Twitter ads. However, Twitter is no longer building new technology for that product, as per the source familair with the development told Internet Retailer.

“We made a change several months ago to increase our investment in commerce by moving fully into dynamic product ads after seeing the great early results,” says a Twitter spokesman who notes that the ads have produced roughly twice the click-through and conversion rates of other ads.

Twitter is hardly alone in struggling to generate sales on its platform, noting that Facebook also shifted its attention away from sales directly on its platform to ads that drive consumers to a retail site.

 

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