What are Twitter’s new “Dedicated Pages,” and why roll them out now?

Twitter has officially thrown their hat into the e-commerce arena

With their latest introduction of product and place pages, which allow users to find and purchase items, users will be able to purchase items they see on Twitter.

These new “dedicated pages” will organize related tweets about products and brands onto one “dedicated page.” When you look at this product page, you will see other users’ tweets about that product, as well as, prices, and (occasionally) a “buy it now” button. The “buy it now” button is optional: retailers can choose if they want to sell on the service of use a link to an alternate page.

Why has Twitter rolled out Dedicated Pages?

Now that we know what dedicated pages are, why has Twitter decided to roll them out? These pages are designed to make it easier for users to look at items they are already interested in buying. The pages feature content-rich images, videos, and information. According to a study by GlobalWebIndex, over 70%of active users on Twitter are purchasing items online each month. Among these, even more are using the web to look for products.

The study also found that a third of Twitter’s users say the availability of social commerce makes them more likely to complete an online purchase. This option outscored other measures like loyalty points, or personal recommendations.

It makes sense for them to hop on the bandwagon

The Twitter blog, uses the example of the book, “The Martian” by Andy Weir. They state, “[they’ll] show you images and a description right above the Tweets that are most timely and relevant to you. These may be Tweets from accounts you follow, relevant news updates, or popular content about the book.”

Here’s why Twitter introduced the dedicated pages, in my opinion: they are a shopping platform, merged with a curated newsfeed, reviews, and enriched content like videos and images. This allows a Twitter user to get a better overview of a product they are already interested in without ever leaving the platform. It just makes sense for Twitter to hop onto the e-commerce bandwagon since platforms like Facebook and Instagram have done so as well. Will you be checking out the dedicated pages?

#DedicatedPages