X has made another move closer to its so-called "everything app" strategy, with the service on Monday announcing a new partnership with Shopify, which will give Shopify merchants more opportunity to tap into promoting their products in the app.
The new deal that both X and Shopify are working on will open all-new avenues to help Shopify sellers advertise on X. This is not a huge update, though, considering that Twitter had an existing deal with Shopify that allows it to directly feature products in-stream.

It tweeted back in 2022 about a new partnership with Shopify, which allows its merchants to list their products on their Twitter Professional Profiles, where each item, when tapped, then directs the user onto the Shopify product page to make the actual purchase.
That sounds consistent with X's "everything app" vision, but not quite clear what this new deal adds to that, and whether this will really represent a step-change.

Meanwhile, X says this new partnership will allow for more bigger product awareness actions, make catalog uploads easier, and provide further opportunities for Shopify merchants to make the most of ad results.

Shopify president Harley Finkelstein said the new partnership would further boost exposure for Shopify sellers.
 
"A determining factor in the success of your business is the ability to reach customers wherever they are. More platforms, more choice, more entrepreneurship. More details to come.".

So much of the detail is TBD, but X is now working with Shopify on an expanded partnership, which could eventually facilitate new opportunities for retailers in-stream.

Which, if Elon's "everything app" vision is realized, could be huge. A lot of things have to go right for this to work, but X is in the process of securing payment transmitter licenses in US states, and remains confident that it will enable peer-to-peer payments in the app this year.

If in-stream payments and transfers come to pass, that may create some new doors open for retailers, and Shopify merchants may be able to tap into X's reach in order to expand their audience.

Much needs to be clarified, but maybe, this all ends up being a pretty big deal.