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Posted by Sucharita Mulpuru on August 28, 2013
Get ready for the barrage of bad speculation about Twitter and its imminent dominance of online retail. If you didn’t hear already, Twitter hired Nathan Hubbard, a former Ticketmaster exec, to figure out its commerce revenue stream. Interesting yes, but game-changing, no. Here’s why: startups tend to look for smart people first and figure out their jobs later. The mentality often goes like this: “We need to figure out what we’re going to do in X, this guy has a rock star background in it, let him build a team and see what happens.” And even if the person doesn't succeed, it's OK. They move on. These people have great resumes. That said, here are the biggest reasons for my question marks around Twitter’s success in commerce:
I wish anyone tasked with growing Twitter Commerce the best of luck. Twitter's a great place to land, but the odds are against Twitter Commerce ever being a gravy train. My final disclaimer to all this is that I'm a huge fan of Twitter’s CEO Dick Costolo. I love his spirit, candor, passion, and intelligence. And honestly, I love Twitter as a user. I've no doubt it will make money, lots of it, but like Facebook, it will have its work cut out for itself trying to sell anything directly to consumers.