Twitter is continuing to experiment with commerce. The company has started rolling out product and place pages that allows users to discover and purchase items within the service, Twitter said in a blog post Friday.
The new pages will organize related tweets about products and brands on dedicated pages. If you look at a product page, you'll see other users' tweets about that product, prices, and, sometimes, a buy button. As you can see in the image below, if you were to look at the publishing company Penguin Random House's Twitter profile, you could redirect to a product page for Andy Weir's novel The Martian. You could then read what other people were tweeting about the book, and decide if you wanted to buy it, which you could do directly from the product page. Retailers can choose if they want to sell on the service or link out to an alternate page.
The company is also rolling out what it's calling Collections — a way for brands and celebrities to curate products and recommend them to followers. Demi Lovato, Reese Witherspoon, and Nike are just a few of the 41 partners that have curated collections for the service so far. The Collections feature seems to be more about browsing — window shopping, if you will — while product pages are aimed at providing information.
Last year, Twitter unveiled a "Buy" button to users, but the one-click purchasing option was only available on some promoted tweets. The implementation of product and place pages seems to be part of an effort to get users to think of Twitter as a shopping destination, and as a resource for information about the products they're interested in buying.
Window shopping on Twitter
This is the second new feature Twitter has unveiled this week. On Thursday, the service announced it was building Project Lightning, a news platform that would allow users to follow events instead of people. Twitter's rapid innovation is likely an attempt to build public confidence after the announcement earlier this month that CEO Dick Costolo would be leaving the company.
Collections and product pages have started to roll out on web, iOS, and Android. Twitter says it will be testing more commerce experiments in the coming months.