Twit­ter test­ing prod­uct pages

Los Angeles Times - - TECHNOLOGY - By Tracey Lien

SAN FRAN­CISCO — So­cial media net­work Twit­ter is test­ing prod­uct and place pages, a new fea­ture that will help drive e-com­merce through the plat­form.

The fea­ture, which is still in a test­ing phase and is avail­able only to se­lect Twit­ter users, lets those users group to­gether prod­ucts and places on ded­i­cated pages.

For ex­am­ple, go­ing to Nike’s pro­file, users will see a but­ton to “Browse Col­lec­tion.” Click­ing on the but­ton will re­di­rect them to a page Nike cu­rated that fea­tures im­ages and video about its LeBron Elite Col­lec­tion of sports­wear, as well as prod­uct de­scrip­tions, prices and the op­tion to buy prod­ucts. The pages also will show tweets about the prod­ucts that are most timely and rel­e­vant to the viewer.

The an­nounce­ment of prod­uct and place pages is an ex­ten­sion of the com­pany’s “buy” but­ton on tweets, which started rolling out last fall. “This is an early step in our build­ing func­tion­al­ity into Twit­ter to make shop­ping from mo­bile de­vices con­ve­nient and easy, hope­fully even fun,” Twit­ter said in a blog post at the time.

Fri­day’s an­nounce­ment of prod­uct and place pages es­sen­tially adds a user-cu­rated store­front to Twit­ter, giv­ing brands a way to reach Twit­ter users be­yond pro­moted tweets. The move could bol­ster the so­cial net­work’s re­la­tion­ship with ad­ver­tis­ers, who long have been dis­sat­is­fied with the plat­form’s user en­gage­ment and growth lev­els.

The fea­ture is launch­ing with a short list of part­ners, in­clud­ing mu­si­cians Amanda Palmer, Ariana Grande, Demi Lo­vato and Steve Aoki, re­tail­ers such as Nord­strom, Tar­get and the Dis­ney Store, and other well­known per­son­al­i­ties and brands such as en­tre­pre­neur Michelle Phan, Nike and Warner Bros.

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