Snapchat ramps up ecommerce offering with raft of new AR shopping features

Snap has launched a raft of new shopping features including an augmented reality (AR) try-on feature and a new ‘Screenshop’ product discovery tool, amid an aggressive push into ecommerce.

The social media giant announced a string of new features, services and brand partnerships at its annual Partner Summit event this week.

Building on its continued efforts to challenge Facebook and Instagram in the online shopping space Snapchat has expanded its in-app store functionality, previously only available to a limited number of selected brands, to any retailer.

Retail brands will now be able to set up shoppable product catalogues, allowing customers to place orders directly in the Snapchat app, and add their own AR filters.

READ MORE: Shopify merchants can now create Snapchat ads directly through its platform

AR is seemingly the focal point for Snapchat’s developing retail offering, seeing it add a number of interactive tools aimed to encouraging purchases.

First, Snap announced a new ‘Screenshop’ feature, expanding on its existing image recognition ‘scan’ functionality.

This allows users to scan their friend’s clothing or upload a saved photo of a fashion item they like, then be presented with a host of shoppable recommendations based on the image from hundreds of brands.

“It’s like having a personal shopper right in your Camera, and it’s starting to roll out today,” Snap said.

“Snap is a camera company – for many years we have referenced our long-term vision for our camera, augmented reality, and ‘computing overlaid on the world around us.”

Alongside this new discovery tool, Snapchat will also allow shoppers to virtually try on any product in a brands catalogue as a lens.

These lenses will now also integrate fitting tools for shoppers wrists and eyes, allowing watch or glasses brands to design AR filters crafted to fit individual users.

“Accurate sizing is a total must,” Snapchat said at the event.

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