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Clearly, the company believes the time is now right to try again. In 2017, the company began to wind down its “Buy” button product, which had allowed Twitter users to click to make purchases, and the retailer partnerships associated with that effort due to lack of traction. It’s worth noting that Twitter previously attempted to run a commerce operation and failed. Shopify has also partnered with a number of tech platforms, including Facebook, TikTok and Google, to make it easier for consumers to connect with products sold by its merchants. Facebook has made significant moves into e-commerce with shopping features across Facebook, Instagram and WhatsApp, including with initiatives like online storefronts, integrated checkout, product drops, video shopping and more. Twitter’s entry into online shopping comes at a time when major tech companies and social platforms are ramping up their investments in e-commerce. Morgan Technology, Media and Communications conference in May, noting that people “do a lot of research on Twitter before they buy something.” Twitter CFO Ned Segal also touted the potential to shop on Twitter when speaking to investors at the J.P. Twitter tests new e-commerce features for tweets

Since then, Twitter has tested a new e-commerce feature for tweets, which allowed businesses to link out to online product pages - like those on a Shopify store, for instance.

Imagine easily discovering, and quickly purchasing, a new skincare product or trendy sneaker from a brand you follow with only a few clicks,” Falck added. “This demand gives us confidence in the power of combining real-time conversation with an engaged and intentional audience. In fact, you may have even noticed some businesses already developing creative ways to enable sales on our platform. “We know people come to Twitter to interact with brands and discuss their favorite products. “We’re … starting to explore ways to better support commerce on Twitter,” Twitter revenue lead Bruce Falck said during the event. At Twitter’s Analyst Day presentation in February, where it first announced its Super Follow platform for creators, the company also briefly spoke about its e-commerce investments. The company earlier this year mentioned its plans to expand into e-commerce. Twitter says it will also work directly with businesses to better understand their needs through the creation of a new Merchant Advisory Board, which will consist of “best-in-class examples” of merchants on Twitter. Having a diverse lineup of early pilot testers will help the company to compare data across verticals to learn what works best. For example, it wants to determine whether people are inspired by online conversations in the heat of the moment - like sports fans buying team apparel - or whether Twitter users could be encouraged to make purchases of a more lasting impact, like products for a new skincare routine. With the pilot, Twitter aims to better understand what could help it make that shift by tracking which types of products drive traffic to online retailers. While Twitter users often discuss products on the app and even reach out to companies directly for help with purchases, it’s unclear whether users will come to view Twitter as a shopping platform.