Twitter is backing away from social commerce and has dissolved its commerce group and ceased development of a buy button.
The social media platform has disbanded the 25-person team working on product pages and buy button development, according to BuzzFeed. The program will remain in place, but the company is backing away from further work.
The much-heralded buy button was meant to enable easy shopping on social media sites, where products were regularly promoted and shared by users. But the reality hasn't matched the hype and efforts at Twitter, at least, have stalled.
"People are not buying on social media right now. They are still buying, for the most part, on mobile web," a source familiar with the matter told BuzzFeed News.
Twitter launched product pages and a buy button to facilitate sales and marketing efforts by retailers, artists and organizations. Twitter's move may be indicative of results on other social media sites.
A very small percentage of shoppers are buying from social media – just 1.8 percent during the 2015 holiday season, according to Custora.
- see this Washington Post article
- see this BuzzFeed News story
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