Twitter to be more than just a micro-blogging site, acquires CardSpring payment platform

Looks like there’s no stopping for Twitter going the e-commerce way. After owning several data-crunching businesses, and testing shopping features Twitter announced on Wednesday its decision to acquire CardSpring - an online payment infrastructure company.   Twitter, for years, has provided a conducive platform for marketers and brands to reach individuals in a more personalised way. Only a few months ago, Twitter revamped its user interface in user profiles to make it more attractive for users and encourage them to engage with others. When advertising goes down well with consumers, the obvious step is to then to buy from these brands. But instead of having to switch to a shopping website, Twitter wants to you to fulfill the action without leaving its website - the key motive behind Twitter acquiring the payment infrastructure platform CardSpring.   CardSpring helps developers create credit-card linked promotions such as digital coupons, virtual rewards and loyalty programmes. When purchasing through CardSpring’s application, the buyer will be redirected back to promotion, after the purchase process is complete. It also has a mechanism to send analysis of how an offer or promotion has performed to the merchant, with CardSpring Connect.   Twitter has been contemplating bigger monetisation for a while now with  ‘shoppable’ tweets such as the #AmazonCart feature. Twitter and American Express have also offered AmEx cardholders the ability to load discount coupons onto their cards through tweets. Soon enough, Twitter won’t be just a micro-blogging social website we used to know. It will have changed into a serious social shopping network if more brands buy into its social shopping ecosystem.   Following Twitter’s footsteps, Facebook has been testing the buy button, too which will allow people buy from the brands they like or follow. Needless to say, social networking will soon turn into more than just staying connected with friends and family. It will turn into an open playground for e-commerce and marketing, encouraging users to swipe their credit cards the moment they sense the need for some retail therapy.