In a recent virtual speech at JP Morgan Global Technology, Media and Communications, Twitter Chief Financial Officer Ned Segal told how e-commerce is increasingly at the center of the social media company’s interests: “We have learned to appreciate the that people do a lot of research on Twitter before buying something ”. Twitter qualifies and defines above all for the punctual and frequent interventions of leading experts who write messages, review products and interact in comments. The idea is that a user, perhaps while watching a live event such as the Super Bowl, can through Twitter analyze and even buy a product in real time: “These are opportunities for us to connect advertisers with their customers on Twitter”. Twitter announced in early March that it is testing new types of tweets that include direct-to-store buttons. But details of how these ecommerce options might work and what percentage Twitter will take from each sale are still missing. The ultimate goal is undoubtedly to place themselves not in competition but as a support platform for advertisers, just like Facebook which launched Instagram Shop and Facebook Shop, real digital showcases in which brands can sell products to users in a way that direct. Snapchat, meanwhile, focuses on augmented reality options to allow its users to virtually try products before buying them, a mass shift towards social media commerce that aims to preside over a market in constant expansion and transformation, attentive and immediately sensitive in the comparisons of technological innovations and social trends of the moment.