Twitter seems to be moving away from e-commerce, as it prepares to retire the Buy button.

Buy Back

The Buy button debuted in September 2014, and allowed users to purchase products directly from the tweets of participating merchants such as Shopify.

Now the Buy button is gradually being rolled back, however users will still be able to use the Donate button.

Less is more?

The move comes as Twitter seeks to shrink its workforce across the board – this include its e-commerce team.

For the moment Twitter's efforts will focus on building its audience and engagement figures ahead of its upcoming quarterly earnings report.

Do you use Twitter for e-commerce? If so let us know in the comments.