Twitter launches livestream shopping, Netflix snags more games, Tile acquired
Originally published on 11/27/21
Twitter launches livestream shopping
Twitter’s e-commerce initiatives now include livestream shopping, the company announced this week, and Walmart will be the first retailer to test the new platform. The Live Shopping service will take advantage of Twitter’s existing capabilities in livestreaming content and its newer e-commerce features, like the Shop Module for business profiles. During the upcoming livestream event, users will be able to watch the show, tweet to join the conversation from the Live Events page, and browse products on the “Shop” and “Latest” tabs just below the video. When ready to purchase, users will click through to the retailer’s website where the livestream will continue — so they don’t have to miss any of the show.
Walmart was a sensible first partner for the new effort, as the retailer has been increasingly investing in livestream events across social media. Over the past year, it hosted more than 15 livestream events across five platforms, including YouTube, TikTok and its own website, among others.
Its Twitter livestream will focus on Cyber Deals and will kick off on November 28 at 7 PM ET in the U.S. The stream will also be broadcast on Walmart.com/live, and across the retailer’s Facebook, Instagram, TikTok and YouTube accounts.
Twitter says this is the first-ever e-commerce livestream on its platform, but it plans to bring more experiences like this to its customers in the future.
The event will also serve as a means of testing the Twitter user base’s appetite for live shopping, which today often takes place on other social apps, like Instagram and Facebook, on dedicated live commerce platforms and on video services like YouTube and TikTok. But Twitter — a place where users tend to track news, events, pop culture trends, politics and more — hasn’t yet defined itself as a platform. Its overabundance of new features released in the past year feel more like spaghetti being thrown at the wall to see what sticks, instead of a carefully planned roadmap. Twitter today wants to be a home to live audio, creator subscriptions, newsletters, bitcoin tipping, NFTs, private communities and more. But, in reality, only some of these things will actually work. For example, Twitter already had to kill its Stories feature (Fleets) due to lack of traction. And its early days of Super Follow, subscriptions didn’t produce much revenue.
Whether or not it will be able to offer the sort of live commerce experience that resonates with consumers and delivers retailers’ objectives still remains to be seen.
Google’s Play Store is testing out a new “Offers” section that’s different from the existing “Offers & Notifications” page in the app menu. Instead, it’s being used to bring up carousels of deals, limited-time specials and paid apps going free, while the “Offers & Notifications” section had only delivered a heavily curated list of offers, or, if none were available, the option to add a promo code.
Android 10 is still the most-used version of the Android OS, according to numbers crunched by 9to5Google using data provided through Android Studio. The Android 10 OS has a 26.5% market share, edging out Android 11’s 24.2%. Android 12 hasn’t yet made an appearance in the numbers.