Merchants can now tease forthcoming product launches and urge customers to purchase using Twitter's latest feature.

News Sand DC
Source: Twitter

Although Twitter's future is uncertain, the firm is continuing to create products in numerous important areas of concentration, including, as it turns out, e-commerce. Product Drops, a new tool that will allow online retailers to tease their impending product releases, was introduced today by the social media platform as another expansion of its online shopping ambitions.

Many individuals already use Twitter to talk about product releases, according to the business, both before and after the drop. They might be looking forward to a fresh drop, boasting about how they got the item in question or bemoaning the fact that they didn't. According to Twitter, the new Product Drop function seeks to empower businesses to participate in the debate.

Merchants may use Product Drops to produce a unique type of tweet that has both text and graphics to highlight the item. The retailer may write their promotional tweet as normal and include product images, but they'll also be able to include information on when the product will be available for purchase. Users who click on this tweet are brought to the Product Details Page, where they may get all of the information they need to make a choice, including the product description, price, and photographs. They may also look at what others are saying about the product by clicking on the hashtag.

Source: Twitter

There's also a "Remind Me" button that Twitter users may utilize to get a reminder when the Product Drop goes live.

Because the new capability is included within a tweet, Twitter users may engage with it, in the same way, they would with any other tweet: by liking it, retweeting it, quote tweeting it, sharing it by DM (direct message) or text, or saving it for later use. When users go to send a response to the tweet, a popup appears that urges them to "join the discussion" and allows them to add a pre-filled hashtag.

According to Twitter, the message may potentially be promoted using the company's ad capabilities for even more exposure.

On launch day, users who set a reminder for the Product Drop will get an in-app notice 15 minutes before the drop and again at the moment of the drop on their Notifications tab.

"When your favorite company releases a new product, you want to be the first in line to get your hands on it before it sells out." Product Drops were created with this in mind, according to Justin Hoang, Twitter Product Manager. "Shoppers can access product specifics on the Product Details Page, set a reminder to ensure they don't miss the drop and read what other shoppers are saying - all without leaving Twitter." "With Product Drops, we're making it easier to get from discussion to product discovery to purchase," he continued.

Source: Twitter

When customers click it, a "Shop on website" button will appear, allowing them to purchase the item straight from the merchant's website. In other words, Twitter isn't acting as a go-between. This is similar to TikTok's existing buying model, in which in-app shopping features finally link out to the retailer's website for final checkout — the social app is only acting at the top of the funnel, rather than attempting to control the end-to-end purchase flow. Meta, on the other hand, wants to power more retail transactions within its own app, where customers may use Facebook Pay to complete the transaction (now rebranded as Meta Pay).

"When your favorite company releases a new product, you want to be the first in line to get your hands on it before it sells out." Product Drops were created with this in mind, according to Justin Hoang, Twitter Product Manager. "Shoppers can access product specifics on the Product Details Page, set a reminder to ensure they don't miss the drop and read what other shoppers are saying - all without leaving Twitter." "With Product Drops, we're making it easier to get from discussion to product discovery to purchase," he continued.

Source: Twitter

According to Twitter, the new tool is now being tested with buyers in the United States who are using Twitter in English on iOS devices. It's working with a small number of businesses at the moment, including @Dior, @unionlosangeles, @HomeDepot, and @Fossil x @JeffStaple. In the future, the firm plans to expand the service to additional retailers and customers, according to the company.

The inclusion comes after a slew of changes to Twitter's e-commerce offerings, including the March debut of Twitter Shops, Livestream shopping testing in November in collaboration with Walmart, new Twitter card layouts for product pages, and Shop Spotlight product carousels, and more. Because Twitter's foray into online shopping is still in its early stages, it isn't currently a source of money, except for the accompanying advertising that may run with product debuts or other shopping events, and it has stated that it will not take a cut of sales.

Given the uncertainty surrounding Elon Musk's takeover, Bloomberg reported that Twitter has been restructuring internally to focus more of its efforts on short-term user growth. As a result, its more ambitious projects, such as Spaces and Communities, may be pushed to the sidelines. It's also unclear what Musk's acquisition would signify for Twitter's future commerce initiatives.

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