Elon Musk’s X Partners With Shopify to Enable Merchants to “Reach Even More Customers”

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In a surprising twist, Elon Musk’s embattled social media platform, X, is out today with a new partnership deal that opens the door to a plethora of similar tie-ups.

In a terse post, X Business has announced that it is entering into a partnership with Shopify. The deal would allow Shopify merchants to expand their reach by leveraging the X network. Additional details would presumably be disclosed at a later date.

Of course, today’s development comes as X seems to have ended 2023 on a triumphant note. The social media platform announced a few days back that its organic search traffic for the month of December was up nearly 5 percent on a sequential basis.

As per the key metrics shared by Elon Musk in early January, X continues to see healthy user growth. Back in July, the X network could boast of 339 billion Active User Seconds. By early January 2024, this metric has grown to 384.2 billion Active User Seconds, corresponding to a growth of 13 percent in just around 6 months.

We had noted in a post in late 2023 that the X platform was facing an advertiser-led boycott after Elon Musk waded into the controversy surrounding the Gaza war by responding in the affirmative to an X post that accused the Jewish communities of pushing “dialectical hatred” against the whites. Additionally, Media Matters showed that some anti-Semitic content was found displayed adjacent to IBM’s adverts on X, prompting big-ticket advertisers to halt their ad spend on the platform.

Initially, Elon Musk had lashed out at Disney and other boycott forerunners, going so far as to use an expletive to characterize their actions. Since then, however, Elon Musk has implemented several changes to neutralize the impression of any bias. The most potent of these changes has been X’s partnership with Integral Ad Science (IAS), allowing eligible advertisers maximum control over where exactly their advertisements appear within the X vertical video feed.

Do you think X’s partnership with Shopify is the beginning of a litany of similar tie-ups with other platforms? Let us know your thoughts in the comments section below.

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