Twitter has taken another step forward in ecommerce. The social network has recently unveiled a new feature called Twitter Offers, which will enable advertisers to offer discount coupons within tweets.

How Twitter Offers Work

When users see a Twitter Offer in their timeline, they can add the offer to their credit or debit card and redeem it in real time when making a purchase using their card. Redemption can be done at either the physical or online store of the merchant.

“Because the offer is tied to their card, redemption is seamless and easy: there are no coupons to redeem at the point of purchase. After the purchase, the cask back savings appear on their card statement within a few days,”reads a Twitter blog post.

Here’s a screenshot of what a Twitter Offer looks like:

A user’s credit or debit card information will be encrypted and safely stored once he adds an offer to his card, do they can claim other offers more easily in the future. They can also remove this information from their account whenever they wish.

Could Twitter Offers Be the Missing Link?

While the feature is still being tested with a handful of brands in the US, if it turns out successfully, it could provide a way for advertisers to finally link their digital marketing efforts with retail sales.

As Twitter Group Product Manager Tarun Jain said in the post:

“With Twitter Offers, advertisers will be able to attribute redemptions directly to their campaigns on Twitter, so that they can effectively measure the ROI from their promotions, even when redemption happens offline. Additionally, we make it easy for merchants to get up and running because they can use their existing payment network, there’s no change to the consumer purchase process, no employee training and no new hardware or software to install. By leveraging Twitter’s robust targeting capabilities, advertisers can tailor their promotions and campaigns to the right audience, while optimizing for performance.”

Jain says the test will be done during the holidays, and the feature will be made available to more advertisers as they improve upon it.

Facebook already has a similar feature called Offers, which also allows advertisers to push coupons on News Feed or in Sponsored Stories.