• by Colin Kirkland , October 2, 2023

X is partnering with Paris Hilton for a live shopping campaign where users “can watch a livestream, chat with others & shop at the same time,” according to a tweet posted on Elon Musk’s social media platform. 

“Also, there’ll be plenty video content & even Spaces!” the tweet continued, alluding to users’ ability to “come hang out with us xx.” 

In support of Musk’s desired goal of making the platform formerly known as Twitter into an “everything app” that can compete with TikTok’s in-app shopping offerings and more, Hilton shared the news as well, adding that “together we’re going to be exploring new ways to connect with all of you across video, live video, live shopping, and even Spaces. And we’re just getting started.”

Hilton is also trying to expand her own media empire, which she announced in the recent launch of her branded world on popular world-building platform Roblox. All of her entrepreneurial pursuits have been branded with her personal catchphrase, “sliving.” In addition to Roblox, and now X, Hilton’s media company has also partnered with Taco Bell, L’Oreal's Urban Decay, Hilton Hotels, Klarna, NBC, and iHeart Media.

Neither Hilton or X has given further details surrounding the livestream event, such as the date of kick-off, what it will entail or what products will be sold. 

Shortly after Musk bought X, the company announced a test of its livestream shopping platform during which it partnered with Walmart via a Cyber Deals live event in November 2022. Users were invited to watch the live broadcast, shop products, and take part in an ongoing conversation through tweets. 

E-commerce and live shopping is currently a focus among leading social media platforms’ long-term strategies. While Meta shut down its live shopping feature from Instagram, TikTok is expanding its e-commerce offerings rapidly, taking after the blueprint laid out by its parent company ByteDance in the East. Now X, looks to be pursuing a similar option.