Twitter has hired Ticketmaster’s former CEO to lead a push into ecommerce, as it looks to partner with advertisers and retailers.

Nathan Hubbard, who oversaw digital initiatives at concert promoter LiveNation will report to Adam Bain, its head of revenue.

While few retailers have found widespread success with selling goods through social networks, companies such as Twitter and Facebook see an opportunity to couple advertising with new ways to complete a transaction, to help demonstrate their value to brands.

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