Snapchat wants to take advantage of e-commerce

a day difference Snap announced two key partnerships in the e-commerce sector. In addition to allowing its users to try the products Amazon 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 is constantly increasing to reach 363 million, Snapchat recorded the worst growth in its history during of the third quarter of 2022. The company needs to generate more revenue and it seems as though it sees e-commerce as a strong solution to that need.

In this context, it has just announced a collaboration with Amazon which will allow Snapchat users to virtually try on glasses from several well-known brands such as Maui Jim, Persol, Oakley, Ray-Ban, Costa Del Mar and others. ” The new Snapchat trial filters feature thousands of popular virtual glasses on Amazon, allowing Amazon brands to use augmented reality and showcase styles in a fun and interactive experience for millions of Snapchatters. Customers will be able to digitally explore, shop and try on thousands of eyewear styles right on Snapchat, then shop seamlessly in the Amazon store Snap says in a press release.

The two companies say that virtual trials of the glasses are just the beginning of their partnership, suggesting that more accessories may be available in the future. This is not the first time that Amazon interested in augmented reality in the e-commerce sector: Millions of customers regularly use Amazon’s augmented reality shopping technology across all of our store categories, with the virtual glasses try-on a long-time customer favorite. We are excited to partner with Snapchat and further develop augmented reality shopping for both fashion brands and the next generation of today’s 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 a cornerstone of its future and is now taking it into account its tremendous potential in the e-commerce sector. Indeed, the downside of online shopping is that consumers cannot actually see the item and get an idea of ​​how it actually looks. Although currently quite limited in terms of scalability and realism of virtual items, the technology is constantly evolving and offers more and more possibilities in this area. According to Snapchat, its 250 million users have used VR shopping filters more than 5 billion times.

A person uses Snapchat filters.

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

Additionally, the platform has decided to focus more on this sector, recently rolling out new features to better attract retailers and brands. In particular, it has integrated the ability to update information on products and prices in real time, access to better analytics and create shopping filters in augmented reality more easily. Other industry giants, such as Walmart, are using this technology to empower their customers to try on clothes online before you buy them.

Snapchat is also partnering with BigCommerce

In addition to the collaboration with Amazon, Snapchat also has made a deal with the BigCommerce platform. Thus, US merchants will be able to integrate their store directly with Snapchat and synchronize their product catalogs there. They will also be able to create comprehensive advertising campaigns on the social network.

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

Shopping on Snapchat is all about having fun and sharing with real friends, who Snapchatters say are four times more influential than celebrities or influencers in their purchasing 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, marketers will now be able to sync their product catalogs with Snapchat, run ads, and get help from a Snapchat specialist. Ultimately, we believe this will give retailers a boost during the all-important shopping season. says Sid Malhotra, Snap’s senior director of 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 which has been deeply disrupted by the Covid-19 pandemic and which has become much more immersive and attractive. Using platforms like TikTok or Snapchat, brands are also looking to reach much younger customers whose consumption habits are more digitally oriented.

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