Is Twitter Commerce going to make the cut? Up to 336 Twitter staffers are slated to be let go in a streamlining effort, and many divisions are likely to be impacted. Logically, it would seem that an experiemental area such as Commerce could be back burnered as Twitter focuses on ad contracts with big whales like national brands.
But Commerce, naturally, continues to tempt Twitter and its social media peers. As commerce experiences become increasingly focused on a combination of social media and mobile, it is no coincidence that Google, Pinterest, Facebook, Foursquare have been testing out buy buttons.
In Twitter’s case, its buy now button tests have included key retailers (Home Depot, Burberry), non profits and musicians. The buy now platform has also been fleshed out with a full slate of payment partners (Stripe), ecommerce platforms, and content partners, including social shopping, digital content sellers and fan commerce.
The Commerce divison, which is helmed by former Ticketmaster CEO Nathan Hubbard, also includes a full slate of promotional offers, incentives, rewards, disocunts and other programs for registered credi and dibit card holders – on built on the foundations of Cardspring, which Twitter acquired in July 2014. There is also talk of Twitter developing a marketplace. It may also more tightly integrate with payment companies such as American Express, which are already using Twitter as an offers platform.
As the Twitter Commerce Web page notes, “The goal for all our commerce initiatives on Twitter is simple: make it as easy as possible for businesses to connect directly with, and sell to, customers on Twitter.”
Realistically, to survive amidst the downsizing, all these efforts must be tightly integrated with Twitter’s advertising and marketing efforts – many of which already overlap with analytics, etc. That’s what the company is hoping to acomplish in its Collections pages, which are meant to make it easier for users to find useful information and go shopping. They must also hone in on better sales channels that bring them more local and vertical depth.
Will they get a chance to do it? We’ll see. As returning CEO Jack Dorsey said in his note annoucing the deep layoffs, “The roadmap is focused on the experiences which will have the greatest impact.”