Twitter Shifts Commerce Gears As It Tries To Solve Retail Riddle

A BuzzFeed story late today said that “a number of members” have left Twitter’s roughly 25-staffer commerce division as the company shifts talent away from the buy button, which it introduced for retailers 21 months ago. The folks that remain are evidently working on Dynamic Product Ads—which target visitors by the products they’ve looked at on retail sites—and customer-service features. “There’s still an active ‘Buy Now’ card at Twitter, but no one’s putting any work into it,” a former staffer anonymously told BuzzFeed. “There’s no new product development happening.” In an email to Adweek, a Twitter spokesperson suggested that any moves that have been made only represented a shift in strategy. Read more at Adweek.