‘Twitter ditches its Buy button, puts focus on retargeting’ – Econsultancy
Ben Davis says, “Eight months after full launch, it seems that Twitter is mothballing the Buy button.
The functionality is available at this time, but not for long, as Twitter is no longer developing the product.
In the Buzzfeed article that broke the news, a Twitter spokesperson claimed the company has actually increased investment in commerce by funnelling the Buy button resources into dynamic product ads.
However, dynamic product ads are simply a retargeting ad product.
Crucially they lead the customer out into the mobile web, instead of allowing purchase in the Twitter app.
What this move confirms is that social platforms can trade on their reach and on the time their users spend in app, but they can’t generate spontaneous intent”.
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