The way live-shopping apps are growing these days—in terms of equity valuations from VC investments and perhaps even revenue—it was only a matter of time before every incumbent social media app would try to steal their thunder. The latest is Twitter, which on Monday announced the debut of its first shopping livestream, a 30-minute event on Sunday featuring Walmart merchandise and hosted by singer-turned-TikToker Jason Derulo.
Twitter is a little late to the party. Pinterest, Facebook and YouTube recently expanded or launched their live-shopping streams. Earlier this month, Facebook announced a program to give creators the ability to host shopping streams straight from their own pages (Facebook and Instagram, both owned by Meta Platforms, first began testing live shopping in May last year). In a recent live shopping test with pet supply company Petco, Facebook said 14% percent of viewers took an action such as making a purchase or adding a product from the live video to their shopping carts, according to a spokesperson. TikTok is just getting started on live shopping for creators on its platform, and Amazon has offered some version of live shopping for the better part of three years.