Last week we looked at the social media landscape here in the Middle East asking businesses where they’ll be focusing their social efforts in the coming years. What we didn’t discuss was how these social networks might evolve during that time. Earlier this week we saw an example of this evolution with Twitter’s latest venture into ecommerce.
Twitter does ecommerce
Introducing product pages, Twitter’s latest answer to the question, what can you accomplish 140 characters at a time? Product pages will be the company’s second venture into ecommerce as it aims to create a space where consumers can learn about, talk about and most importantly purchase products.
These new pages provide a single location where product related tweets can be collected and organized. When you land on one of these pages you’ll see user tweets, product information, as well as a buy now button allowing you to make an informed purchase quickly and easily.
Will Twitter be the future of Ecommerce?
At this time it’s difficult to know whether Twitter’s new product pages will make them an ecommerce platform. What is clear is that they are eager to become known as more than just social network.
A major obstacle Twitter will face is whether users even want to shop through their social networks. Twitter will need strong USPs and a smooth user experience if they want to stay ahead of the competition.
As for impact within the region, this new addition has the potential to be more than just another ecommerce platform. It is well known that ecommerces are still trying to establish themselves as a safe and trustworthy option in the Middle East. With product pages built directly into Twitter, businesses can look to leverage user trust and familiarity with Twitter to ease them into the world of online shopping.
One country where product pages will likely have a large impact is Saudi Arabia. In our State of Payments report we found that nearly 60% of the population is using Twitter, much higher than other countries. This combined with the notoriously difficult to access market will make Twitter a powerful tool to activate potential Saudi customers.
Regardless of the outcome it is always exciting to see innovation in the world of ecommerce and online payments. If Twitter is able to make product pages work, you can expect the landscape of social marketing to shift drastically within the GCC and around the world.
Would you start shopping via Twitter? What products would you buy? Let us know in the comments below or reach out us on Twitter @payfort.