Snapchat wants to capitalize on e-commerce

A day apart, Snap announced two major e-commerce partnerships. In addition to allowing its users to try Amazon products in augmented reality, the company will also integrate the BigCommerce platform.

Try virtual glasses for sale on Amazon

Although the number of users of the social network continues to increase, now reaching 363 million, Snapchat recorded the worst growth in its history in the third quarter of 2022. The company needs to generate more revenue, and it seems to be showing he sees e-commerce as a solid solution to this need.

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In this context, it just announced a partnership with Amazon that will allow Snapchat users to virtually try on glasses from several popular brands such as Maui Jim, Persol, Oakley, Ray-Ban, Costa Del Mar etc. ” New Snapchat test filters feature thousands of Amazon’s popular virtual glasses, allowing Amazon brands to use augmented reality and showcase styles in a fun, interactive experience to millions million Snapchatters. Customers will be able to digitally explore, buy and try on thousands of eyewear styles directly on Snapchat, then shop seamlessly in the Amazon store “, Snap explained in a press release.

The two companies say virtual eyewear trials are just the beginning of their partnership, suggesting more accessories may be available in the future. This is not the first time that Amazon has taken an interest in augmented reality in the e-commerce sector: “ Millions of customers regularly use Amazon’s augmented reality shopping technology in all categories of our stores, with the virtual try-on for eyewear a long-standing customer favorite. We’re excited to partner with Snapchat and further develop augmented reality shopping for both fashion brands and today’s next generation of digital shoppers. said Muge Erdirik Dogan, president of Amazon Fashion.

For this partnership, Snapchat and Amazon ensure that if product prices change or if an item is out of stock, this information will be automatically updated in real time on the social network.

The potential of augmented reality in the e-commerce sector

Snapchat sees augmented reality as the cornerstone of its future, and is now considering its enormous potential in the e-commerce sector. In fact, the downside of shopping online is that consumers cannot actually see the item and get an idea of ​​what it really looks like. Although currently somewhat limited in terms of virtual item scaling and realism, the technology continues to evolve, and offers more and more opportunities in this area. According to Snapchat, 250 million of its users have used its VR shopping filters more than 5 billion times.

Someone uses Snapchat filters.

Snapchat wants to put its augmented reality filters to the benefit of brands. photography :
Kajetan Sumila / Unsplash

Moreover, the platform has decided to focus more on this sector by recently deploying new features to further attract retailers and brands. In particular, it includes the possibility of updating information on products and prices in real time, accessing better reviews and making shopping filters in augmented reality easier. Other industry giants, such as Walmart, use this technology to allow their customers to try on clothes online before buying them.

Snapchat also partners with BigCommerce

In addition to its partnership with Amazon, Snapchat has also entered into an agreement with the BigCommerce platform. Thus, American merchants can directly integrate their store with Snapchat and synchronize their product catalogs there. They can also create engaging social network advertising campaigns.

As a reminder, BigCommerce provides software-as-a-service to retailers. By partnering with Snapchat, it will enable its customers to increase the return on their advertising spend, as well as visualize and analyze the performance of their campaigns, and to ensure that they meet the their goals.

Shopping on Snapchat is all about having fun and sharing with real friends, who Snapchatters say have four times more influence than celebrities or influencers on their shopping decisions. As Snapchat reaches over 75% of Gen Z and Millennials in over 20 countries, this partnership with BigCommerce will help merchants of all sizes easily drive traffic and purchases from this valuable audience. With just a few clicks, merchants can now sync their product catalogs with Snapchat, run ads, and get help from a Snapchat specialist. Ultimately, we believe this will help merchants during the most important buying period. said Sid Malhotra, Snap’s senior director for small and medium businesses.

These two announcements from Snapchat show the direction the company is taking. Like other social networks, it wants to invest and capitalize on e-commerce, a sector that has been greatly disrupted by the Covid-19 pandemic and has become more engaging and engaging. By using platforms like TikTok or Snapchat, brands also seek to reach younger customers, whose consumption habits are more digitally oriented.

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