Twitter and Shopify team up to expand social shopping features as consumers splurge through their feeds

New CBD candle launch… #retweet. Shopify and Twitter have joined forces to help tweeters shop while scrolling. Shopify powers online sales for merchants like Allbirds, Heinz, and your local succulent shop. It already controls over a 10th of the global ecommerce market, and now it could get more:

• Check in: Twitter’s giving Shopify merchants the option to display up to 50 products on their profiles, plus features like live-stream hauls. Shopify’s paying Twitter for the perks.
• Check out: Shopify thrived mid-pandemic when businesses moved online. But the stock has slid 75% this year while sales growth has slowed for four quarters straight.

Viral Tok ad > TV spot… As ad revenue slows, social giants are expanding shopping features to drive more $$. Creatively named launches include “Insta Shop,” “Twitter Shops,” and “TikTok Shopping.” While social commerce still makes up less than 5% of online shopping, it’s growing fast:

• 4X: Shopify said that orders placed through social apps like Snap and TikTok quadrupled last quarter from a year ago.