Twitter has appointed former Tickermaster CEO Nathan Hubbard as its head of commerce as it prepares to make the platform easier for retailers to benefit from.
Twitter wants Hubbard, who started last week and will report to head of revenue Adam Bain, to focus on encouraging retailers to use the service to convert traffic on their twitter feeds into sales.
According to Techcrunch, Twitter is expected to promote the use of its Cards feature to better present products and streamline the purchasing procedures are likely to be among the considerations.
Techcrunch said there is no expectation yet that it would create a payment component to Twitter Cards like rivals Chirpify have done on their systems. However, it said that by integrating Square into Twitter Cards and a universal login system it could 'create a very powerful sales compenent without too much fuss'.
Hubbard told Bloomberg: 'We're going to go to people who have stuff to sell and help them use Twitter to sell it more effectively. One of the hallmarks of Twitter's entire approach has been partnering. We're going to take the same approach with owners of physical and digital goods.'
In a statement he described Twitter as 'a cardiogram of the passion of the live moment'.
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