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Shopify Adds New Tools for Twitter, Google and iOS to Enhance Retailers’ Reach

Shopify has launched a number of new integrations aimed at helping retailers meet shoppers wherever they are — across social media, stores and in-person events. Some of the biggest changes include new capabilities and integrations with Twitter that will enable additional social commerce options; Google, which will help retailers connect with shoppers near their brick-and-mortar locations; and iOS, which will let retailers use iPhones to accept contactless payments.

The Twitter Shopping ecosystem was created to enable Shopify merchants to utilize Twitter to drive conversions. The partnership is designed to help retailers meet shoppers on Twitter at the right moment along their journey, whether it’s for discovery, inspiration or consideration.

The integration can help retailers access Twitter’s untapped demand — there were 6.5 billion Tweets mentioning business globally in 2021 alone. Retailers also can more easily encourage shoppers who are already engaged on the platform to browse and buy, using a dedicated Twitter sales channel app designed to manage their Twitter integration. Other ecosystem capabilities include:

  • Onboarding to Twitter Shopping Manager: Retailers can connect their Twitter account to their Shopify admin and onboard through the Shopping Manager, which can serve as the entry point to the full suite of Twitter Shopping tools;
  • Automatically syncing inventory: The sales channel app is designed to regularly sync with Shopify merchants’ product catalogs so they don’t need to manually update product information on Twitter; and
  • Highlighting their products: Retailers can showcase their products front and center on their Twitter profile with the Shop Spotlight or Twitter Shops to build brand awareness, drive product discovery and reach customers. When shoppers are ready to purchase, shoppers can check out on the retailer’s website.

“Reaching potential customers where they are is critical to the success of Shopify merchants,” said Amir Kabbara, Director of Product at Shopify in a statement. “Twitter is where conversations happen, and the connection between conversations and commerce is vital. Our partnership with Twitter, and the launch of the Twitter sales channel, will let merchants seamlessly bring commerce to the conversations they’re already having on the platform.”

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The partnership builds on Twitter’s Shops features, which launched in March 2022 and allows retailers to display up to 50 items in their own in-app shop. That feature was an expansion of the Shop Module, which allows merchants to showcase up to five products directly on their profile.

“People are already talking about products on Twitter,” said Twitter’s Justin Hoang, Staff Product Manager, and David Lie-Tjauw, Product Manager, in a blog post announcing the new feature. “We want Twitter Shops to be the home for merchants on Twitter where they can intentionally curate a catalog of products for their Twitter audience and build upon the product discussions already happening on our service, by giving shoppers a point of action where a conversation can become a purchase.”

Twitter also has introduced a featured called “Product Drops” that reminds a brand’s followers when a product is dropping so they can be among the first to order. The feature adds “Remind me” buttons to the bottom of Tweets about upcoming launches, letting shoppers opt in to receive an in-app notification 15 minutes before and at the time of the drop.

Google Local Inventory Sync Connects Retailers With Nearby Shoppers

Shopify also is enhancing its Google channel by adding the ability to sync a store’s product catalog with a Google Business Profile to help local shoppers find in-store product availability. The number of searches including “shopping near me” on Google has grown 3X bigger over the past two years, and the new solution aims to make it easier for merchants to be discovered by nearby shoppers.

Google local inventory sync will let shoppers see essential information like stock availability, store locations, operating hours, directions and local pickup and delivery options. From there, shoppers can go to the store knowing the product they want is in stock, or they can purchase the product without leaving Google.

The new capability has been built directly into Shopify’s Google shopping channel. The listings can appear in Google Shopping, Google Search and Google Maps queries, and retailers also can pay for Local Inventory Ads to extend their reach.

“Our mission is to help retailers offer a world-class, unified customer experience,” said Helen Mou, Product Lead at Shopify Retail in a statement. “We know that buyers are shopping and searching on mobile, and they are more focused on their local communities than ever before.”

Tap-to-Pay Option Lets Retailers Accept Payments on an iPhone

Shopify’s Tap to Pay on iPhone capability is designed to let retailers accept contactless credit and debit cards and digital wallets, including Apple Pay, without needing extra hardware. Merchants can use Shopify Payments and an iPhone to accept payments wherever their customers are. The solution is PCI compliant and uses the built-in features of iPhone to keep data secure.

The solution can help retailers handle payments at temporary locations, including pop-ups, events and farmer’s markets, as merchants attend more in-person events over the summer.

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