It's been a year and a half since Twitter Inc. hired the CEO of Ticketmaster to be its head of e-commerce. While the social site hasn't exactly morphed into a shopping destination, hints of the company's plans are starting to emerge.
Twitter has been making deals with sports teams and musical artists so that they'll sell tickets exclusively on the social network.
What's notable is that these are among the first ads with Twitter's buy button, which it started testing in September with payments company Stripe Inc. The feature has also been enabled for some items from Old Navy and AMC Theatres, according to Twitter.
Twitter is making the purchases possible directly through its site, using pop-up windows that let users select how many tickets they want, before putting in their billing information. Twitter says it will store credit-card details for future shopping.
The ticket sales are a sign that Twitter has seen enough positive feedback from the tests to deploy its e-commerce plans more widely.
Nathan Hubbard, who came from Ticketmaster to head up e-commerce at San Francisco-based Twitter, has said that the site will eventually be a place for impulse purchases, giving people access to items or experiences as soon as they want them. That could open up another revenue path for a company that relies mostly on advertising, something Facebook Inc. and Pinterest Inc. are trying to do as well.