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In a surprising twist, Elon Musk's embattled social media platform, X, is out today with a new partnership deal that opens the door to a plethora of similar tie-ups.
X 🤝@Shopify
More to come on this new partnership, enabling all Shopify merchants to reach even more customers by leveraging the power of X!— Business (@XBusiness) January 9, 2024
In a terse post, X Business has announced that it is entering into a partnership with Shopify. The deal would allow Shopify merchants to expand their reach by leveraging the X network. Additional details would presumably be disclosed at a later date.
𝕏 Traffic Update | December 2023
Organic Search Traffic is up by 147.3 million (+4.74%) as compared to November 2023. pic.twitter.com/q3kWhGOh7p
— DogeDesigner (@cb_doge) January 2, 2024
Of course, today's development comes as X seems to have ended 2023 on a triumphant note. The social media platform announced a few days back that its organic search traffic for the month of December was up nearly 5 percent on a sequential basis.
NEWS: Elon shares the latest usage metrics for X https://t.co/peMxooCuVG
— X Daily News (@xDaily) January 4, 2024
As per the key metrics shared by Elon Musk in early January, X continues to see healthy user growth. Back in July, the X network could boast of 339 billion Active User Seconds. By early January 2024, this metric has grown to 384.2 billion Active User Seconds, corresponding to a growth of 13 percent in just around 6 months.
We had noted in a post in late 2023 that the X platform was facing an advertiser-led boycott after Elon Musk waded into the controversy surrounding the Gaza war by responding in the affirmative to an X post that accused the Jewish communities of pushing "dialectical hatred" against the whites. Additionally, Media Matters showed that some anti-Semitic content was found displayed adjacent to IBM's adverts on X, prompting big-ticket advertisers to halt their ad spend on the platform.
The power of video meets the power of (more) verification🤝
Excited to announce our partnership with @integralads that extends brand safety and suitability controls to our vertical video inventory for all US advertisers, starting February. https://t.co/kcxqpp5IoV— Business (@XBusiness) January 8, 2024
Initially, Elon Musk had lashed out at Disney and other boycott forerunners, going so far as to use an expletive to characterize their actions. Since then, however, Elon Musk has implemented several changes to neutralize the impression of any bias. The most potent of these changes has been X's partnership with Integral Ad Science (IAS), allowing eligible advertisers maximum control over where exactly their advertisements appear within the X vertical video feed.
Do you think X's partnership with Shopify is the beginning of a litany of similar tie-ups with other platforms? Let us know your thoughts in the comments section below.
About the author: Writing is my one incontrovertible passion. Over the past six years, he has authored over 2,200 distinct articles on financial and tech-related topics, spanning nearly 1 million words. And he has been a member of Wcctech mobile team since 2025. As an alumnus of the University of Toronto, Rotman Commerce Program, I bring nuance, in-depth knowledge, and a unique perspective to every topic that I cover. When I'm not writing, I'm traveling the world, exploring hidden confectionaries and restaurants as an aspiring food connoisseur.
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