Twitter’s Chief Financial Officer, Ned SegalJohn Chiala | CNBC
Twitter CFO Ned Segal said Tuesday that e-commerce will be more important for the social media company as it continues to build out direct response advertising products.
“You should be able to click and buy something on Twitter,” Segal said at the J.P. Morgan Global Technology, Media and Communications Virtual Conference. “We’ve come to appreciate that people do a lot of research on Twitter before they buy something.”
Segal explained that users go to Twitter to hear what experts have to say about products like phones and shoes. Users also could feel compelled to make spur-of-the-moment decisions to buy products as they chat about major events, like the Super Bowl, in real-time on Twitter.
“These are all great opportunities for us to connect existing advertisers and new advertisers with their customers on Twitter,” Segal said. “So commerce will be an important lever for us.”
Twitter briefly touched on its e-commerce plans in February during its analyst day, and the company confirmed in early March that it is testing new types of tweets that include shop buttons.
The company has yet to provide details as to how these e-commerce features might work or how big of a cut