Facebook, Twitter, and Pinterest have all embarked on major product initiatives in this area. Twitter backing away from social commerce suggests that it’s not quite the low-hanging fruit some had hoped for.
Twitter’s disbanding of its commerce team appears to be part of Dorsey’s effort to realign the company’s resources in service of the platform’s core experience. Commerce, an effort that began under former CEO Dick Costolo, never really fit that vision, according to multiple sources. Nathan Hubbard, the former CEO of Ticketmaster who led the company’s commerce team, has been running Twitter’s global media team for the past six months. “There was more interest in having more focus in the core business, and buckling down there,” a former Twitter employee with ties to its commerce group told BuzzFeed News.