Snap has confirmed the acquisition of Fit Analytics amid its latest major push to introduce online shopping to Snapchat.
Fit Analytics, a German startup which already works with a number of leading retailers including Asos, North Face, Puma, Patagonia and Calvin Klein, was acquired for an undisclosed sum and will see over 100 of its employees join Snap.
Its core app, Fit Finder, uses machine learning to help online shoppers determine which clothes across different brands will fit them accurately, helping ecommerce businesses reduce returns.
Fit Finder has come into its own during the pandemic, eliminating one of the key pain points for online fashion shopping.
While its now clear when or how or when Fit Finder’s tech will be integrated into the Snap’s own platforms, it is understood that the two companies’ teams will be working closely together ecommerce products.
“Our main focus going forward will be to scale the Fit Analytics business and work with Snap to grow their shopping platform, leveraging our technology and expertise,” Fit Analytics said in a post announcing the acquisition.
In June last year Snapchat launched a new ecommerce advertising tool, dubbed Dynamic Product Ads (DPA), to help big name retailer reach its huge Gen Z audience.
Adidas, Topshop and Farfetch were among the retailers who beta-tested Snapchat’s DPA feature, which brands to create globally served Snapchat adverts in real-time and reach the increasing number of customers shopping online during lockdown.
According to Snapchat UK’s general manager Ed Couchman, DPAs are just one of a series of innovative ad solutions the social media platform is rolling out to help retailers.