X about to start livestream shopping

Elon Musk’s X will be conducting a trial of livestream shopping in collaboration with Paris Hilton.


As Elon Musk’s company X continues its efforts to transform into a comprehensive application for livestream shopping, the formerly known Twitter company has revealed its plans to host a live shopping event in collaboration with the media icon Paris Hilton. This new feature will enable X users to simultaneously view a live-streamed video, engage in chat discussions with others, and make purchases, all while also participating in Spaces.

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In her announcement regarding this partnership, Hilton expressed her excitement about jointly exploring innovative ways to connect with the audience through various mediums such as video, live video streaming, livestream shopping, and even Spaces. She emphasized that they are just beginning to explore these possibilities.

The announcement did not specify the launch date for the livestream shopping event or provide additional details regarding what customers can anticipate, including the products that will be available for purchase.

This isn’t the first attempt by the company to integrate shopping as a prominent aspect of its platform.

Prior to its transformation into X under Musk’s leadership, Twitter had been exploring e-commerce endeavors. This included the launch of mobile storefronts for merchants in 2022, originally known as Twitter Shops. Additionally, they introduced features that allowed merchants to provide sneak peeks of upcoming product releases and send reminders to customers.

Following Musk’s acquisition of X, the company made a more substantial move by conducting its initial trial of a livestream shopping platform. Walmart served as the inaugural partner for this initiative, commencing with a Cyber Deals live event on Twitter in November 2022. During this event, users had the opportunity to watch a live broadcast, purchase the featured products, and engage in discussions related to the event by tweeting.

Following Musk’s acquisition of the network, Twitter’s livestream shopping and other projects were put on hold. Instead, the team focused on bringing about significant changes within the company. These changes included the launch of paid verification through what was formerly known as Twitter Blue and the implementation of various policy adjustments, especially those aimed at creators, which X is now striving to engage more effectively through increased payouts.

Nevertheless, in recent days, X has returned its attention to its livestreaming initiatives. Last Thursday, Musk personally took it upon himself to assess the platform’s capabilities by livestreaming from the U.S.-Mexico border. During this livestream, he expressed the need for a security wall similar to that advocated by former President Trump. Unfortunately, the livestream encountered technical issues and crashed, prompting Musk to send an email to all X employees, requesting them to address the issue with a message that read, “Please resolve this.”

After a recent infrastructure failure, it’s uncertain how well the system will perform for a Paris Hilton livestream, especially considering her 16.6 million followers on X. However, this is significantly fewer than Elon Musk’s 158.6 million followers, so the platform won’t experience the same level of strain.

The announcement of the Hilton deal comes in the wake of Musk’s statements about his intentions to transform X from merely a microblogging platform into a space that caters to creators, enabling them to monetize their fan bases. In pursuit of this goal, the company has introduced an ad revenue-sharing program for creators, which has already distributed nearly $20 million, as per recent reports from X CEO Linda Yaccarino.

Additionally, the platform has invested in video content, including the introduction of support for two-hour videos earlier this year. Apple, an X advertiser, utilized this feature to stream an entire episode of its Apple TV+ show “Silo.” Musk has also highlighted the viewership of Tucker Carlson’s show on X, though further analysis suggested that Musk may have exaggerated the view count.

Livestream shopping on other social media platforms

Regarding e-commerce, it remains uncertain whether consumers prefer to shop on X or other social media platforms in general. Meta shut down its live shopping feature on October 1st, following an earlier discontinuation on Instagram. However, in recent months, TikTok has expanded its live shopping initiatives, including a U.S. launch just last month. Despite these developments, X continues to believe in the potential of livestream shopping, evident from its recent efforts.

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