The 25 member team from twitter that has been involved in the ‘Buy Button’ has been separated. The plan was to provide access to the one-click shopping in twitter using the ‘Products Pages’ which was under testing phase. Twitter was expecting to receive best results with its new idea, but now they have decided to move some of the members from this team to other. The all new dynamic product ads from twitter have been helpful for the advertisers to use Promoted Tweets based on the items that have been viewed on the website. Making people to be aware of the products with the dynamic ads has been successful says twitter.
According to Jack Dorsey, CEO of Twitter the company has revised its main focus to other process such as,
Simplifying the product
Maximizing live video
Supporting more people with creative ideas
Making the users feel safer
Join hands with development community
It’s not only twitter, there are also other companies that have been planning to make changes to their online shopping options. Twitter’s plan to change its on-platform purchase option is expected to be a step down for this platform. But the on-platform purchasing is said to have more enthusiasm in it and this would not affect the twitter performance in any way. It will also not make the consumer demand to slow down on this platform. Probably Twitter is not ready to spend more time in this on-platform shopping and this would also not fade out so easily. The company will require more time for its consumers to get accustomed to this process and go for online shopping on social platforms.
All these trends suggest that the on-platform purchasing option will become good for its consumers after all the knots get removed. It is important to refine the process from twitter and streamline it for making it easy to use without any friction. Once all these issues get lightened by the company, the on-platform purchasing is expected to grow. Even there is hope for this platform to improve it is not going to happen very fast. This has made twitter to shift its focus from on-platform purchase.
Jack Dorsey is also not concerned with consumers buying things on their platform and they can have live interactions regarding this. Dorsey is planning to tweak its present framework to attract users who are new to the platform. Twitter has made easier for finding its influencers and refine its experience with the help of news feeds along with algorithmic timeline. The company is planning to get full control of its users with the 140 character tweets without completely scrapping that core experience. They are also trying to integrate live streams and increase the scope beyond its platform. Even though the buy option is active on twitter, they will only focus on targeted advertisements based on browsing activity of the user. Twitter has also revealed that all these ads will be able to receive double of its click with the promoted tweets.