Twitter has made its boldest move yet into driving e-commerce avenues for the social network, with the instalment of its first ever Head of Commerce.
Nathan Hubbard is the former CEO of online ticket vendor Ticketmaster, so he is more than qualified to help guide Twitter through the complicated maze of online retailing. His main task will be to help maximise Twitter’s revenue, and make the social network more compatible with the online shopping experience.
Hubbard announced his new role at Twitter, rather fittingly, with a tweet on his personal account, describing the social network as “a cardiogram of the passion of the live moment.”
Speaking to Bloomberg about his new position, Hubbard says that he is looking to evolve Twitter into a platform that is friendlier, and more appealing for retailers to work with. He said: “We’re going to go to people who have stuff to sell and help them use Twitter to sell it more effectively.”
Hubbard also mentioned that Twitter would be looking to team up with retailers and payment providers, rather than try and compete against them.
Twitter has been putting a lot of effort into reaching out to brands and marketers recently, particularly with the introduction of Twitter Cards, a feature that allows certain accounts to integrate content into their tweets.
Another commerce experiment that Twitter has launched is its partnership with American Express, which allows AMEX card holders connect their credit card to their Twitter account, and then charge certain items to their card with a tweet.
What do you think about Twitter’s latest appointment? Is e-commerce something that Twitter will be able to excel at?