The impact of commerce hasn't been adequately factored into estimates of what Twitter might be worth, Ritholtz Wealth Management CEO Josh Brown said Monday.
"There is another part of this story that no one's talking about, which is commerce," he said. "If and when they choose to go down that road, forget it. All bets are off. Forget about the data they could sell and the in-line ads. That's a whole other leg to the story that's not in anyone's estimates."
Twitter plans to price its shares between $17 and $20 in its initial public offering next month.
On CNBC's "Fast Money," Brown said that he was planning to buy Twitter stock on its debut.
"I'm playing Twitter very simply. I'm buying on the first day," he said. "I almost don't care, within reason, where it opens."
OptionMonster's Jon Najarian said that he would watch the IPO.
(Read more: Twitter IPO priced below fair valuation: Pro)
"If you can get it at the right price, I would buy it," he said. "What's the right price? If it prices at $20 ... I think you see a pop of up to 20 percent right away."
Najarian added that he expected Twitter shares to gain 40 percent within the first two days.
"It's decidedly bifurcated. There's a group of guys that are going own the stock for 10 seconds, flip it and expect an IPO premium," SkyBridge Capital's Anthony Scaramucci said. "But there's something interesting about Twitter. It's becoming another media source. It is a social media company, but it's also a broadcast network for information. And once these guys figure that out and build it into their business model, this is going to be a terrific company.
(Read more: No one's really interested in the Twitter IPO?)
"I anticipate people are selling some of their Facebook to get long Twitter."