Twitter has finally realized that people don’t use it to buy things

Twitter Founder
Twitter is reportedly putting a halt to its e-commerce projects in order to focus on its core experience, namely the live tweeting service it has always provided.

As a result, Twitter’s commerce team has been disbanded, with individuals slotted into other departments at the company, according to BuzzFeed News.

The e-retail initiative, started by former CEO Dick Costolo, included a ‘buy’ button that was often integrated into branded product pages on the platform.

The problem, however, was that almost no one ever purchased anything via Twitter. In fact, some analysts now warn that the entire social media retail bubble may be about to pop. The likes of Pinterest and Facebook also attempted to attract revenue by placing similar buying options on their networks. But consumers have ignored social media, and have continued to flock to mobile retail sites instead.

Twitter's 'buy' button featured on a product page
Twitter’s ‘buy’ button featured on a product page

Although its “buy” button remains active, Twitter has chosen to instead focus on dynamic product ads. The latter are targeted advertisements shown to people based on their browsing activity. Twitter recently revealed that these ads achieve double the click-through rates and conversions of promoted tweets.

Twitter’s current leader, Jack Dorsey, doesn’t seem to be concerned with people buying things through the platform. Since taking back the reins in October of last year, he has made it very clear that he envisions the service as a place for live interactions. Dorsey has pinned his hopes on tweaking the current Twitter framework in an effort to attract new users and appease its fans.

For newbies, the platform has eliminated the inconvenience of finding and following its influencers, refining the Twitter experience using curated news feeds and an algorithmic timeline. For its outspoken supporters, it is broadening the amount of leverage they can get from its 140-character tweets without completely scrapping that core experience. Finally, but no less crucially, Dorsey is focusing on integrating livestreams — extending to Periscope and beyond — into its platform.

Dorsey clearly has a firm grasp on Twitter’s strengths and, it seems, e-retail was never its strong point.

Deals

REI slashes prices on Suunto, Garmin, and Fitbit Versa smartwatches

Though fitness trackers and smartwatches can get pretty pricey, REI is offering some sweet discounts on top brands. Right now, you can get a new smartwatch from Fitbit, Suunto, and Garmin for up to 35 percent off its normal price.
Gaming

Play your games whenever you want with a MicroSD card for your Nintendo Switch

The Nintendo Switch uses cartridge-based games, but its internal storage may fill up quicker than you would think. Here's what you should consider when picking out a MicroSD card to expand your Switch's storage capacity.
Deals

Bose QuietComfort wireless headphones are more than $80 off for a limited time

The Bose QuietComfort 35 Series II is one of our favorite wireless headphones. Its noise-canceling and Bluetooth capabilities make it an excellent pair of over-ear headphones. If you've been wanting the high-quality headphones, it is now…
Mobile

Unleash your inner artist with the best drawing apps for the iPad Pro

The best drawing apps for the iPad Pro turn Apple's robust tablet into a canvas worthy of a true artist. Here are 20 of our current favorites, whether you're looking to keep things simple or take your art to the next level.
Social Media

Instagram now lets you post to multiple accounts in one tap

Instagram for iPhone now lets you post to multiple accounts at the same time. It's not the regram feature that many users have been asking for, but it could prove useful for some users who manage more than one profile.
Social Media

No yolk! A photo of an egg has become the most-liked post on Instagram

Until this weekend, the most-liked post on Instagram was of Kylie Jenner's baby daughter, which has around 18 million likes. It's now been knocked off the top spot not by a stunning sunset or even a cute cat, but by an egg.
Social Media

Invite your friends — Facebook Events can now be shared to Stories

Facebook is testing a way to make plans with friends to attend an event -- through Stories. By sharing an event in Facebook Stories, users can message other friends interested in the event to make plans to attend together.
Social Media

A quick swipe will soon let you keep bingeing YouTube on mobile devices

The YouTube mobile app has a new, faster way to browse: Swiping. Once the update rolls out, users can swipe to go to the next (or previous) video in the recommended list, even while viewing in full screen.
Photography

Starting your very own vlog? Here are the best cameras to buy

Any camera that shoots video can be used to vlog, but a few models stand out from the crowd thanks to superior image quality, ergonomics, and usability. When it comes to putting your life on YouTube, here are the best cameras for the job.
Social Media

Twitter extends its new timeline feature to Android users

Twitter users with an Android device can now quickly switch between an algorithm-generated timeline and one that shows the most recent tweets first. The new feature landed for iPhone users last month.
Social Media

YouTube to crack down on dangerous stunts like the ‘Bird Box’ challenge

YouTube already bans content showing dangerous activities, but new rules published by the site go into greater detail regarding potentially harmful challenges and pranks, including certain blindfold- or laundry detergent-based stunts.
Social Media

Nearly 75 percent of U.S. users don’t realize Facebook tracks their interests

Did you know Facebook tracks your interests, including political and multicultural affiliations? According to a recent Pew study, 74 percent of adult users in the U.S. have no idea Facebook keeps a running list of your interests.
Mobile

It’s back! Here’s how to switch to Twitter’s reverse chronological feed

Twitter has finally brought back the reverse chronological feed, allowing you to see your feed based on the newest tweets, rather than using Twitter's algorithm that shows what it thinks you want to see. It's easy to switch.