Twitter and American Express have expanded on their longstanding partnership to offer a unique e-commerce service to Amex cardholders that both parties hope will convert Twitter hashtags into purchases.

The collaboration uses Amex’s Card Sync technology, and card members who connect their cards to their Twitter accounts can benefit from special offers on products, including gift cards, Kindle Fire tablets and more.

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Social commerce is a big deal that’s going to get bigger and bigger, becoming something truly monstrous, so it’s easy to forget that this is all still very new, and all still very shiny.

It does depend on how and when you define ‘social’, but inasmuch as we’ve come to use that word to reference platforms such as Twitter and Facebook, the history of social commerce traces back less than a half-decade. But does that mean it’s overhyped?

Far from it.

Digital marketing is predicted to hit $300 billion by 2020, and, amazingly, half of that growth is expected to come from social commerce. Pick your jaw up from the floor and read on.

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