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Twitter brings in Ticketmaster CEO to lead entry into e-commerce market

Twitter has announced Nathan Hubbard as its head of commerce.

Hubbard, the former chief executive of Ticketmaster, has been brought in as Twitter looks to enable shopping on it site. The site is reportedly planning to offer retailers tools for selling goods and services inside tweets. It remains unclear exactly what shape this service would take, but industry speculation suggests adding purchasing options into its Promoted Tweets ad product could be an option.

According to Bloomberg, Hubbard will look to team up with merchants and providers of payment services rather than compete with the likes of Amazon and eBay.

“We’re going to go to people who have stuff to sell and help them use Twitter to sell it more effectively,” said Hubbard, who reports to Adam Bain, Twitter’s head of global revenue.

He added: “One of the hallmarks of Twitter’s entire approach has been partnering. We’re going to take the same approach with owners of physical and digital goods.”

The move comes as rival Facebook begins testing a mobile payments system to allow users to purchase goods via the site.

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