Snapchat has revealed a number of updates to its camera and Augmented Reality (AR) tools to improve ecommerce within the app.
At the Snap Partners Summit, the company said it now reaches more than 500 million monthly active users (MAUs), with roughly 40% of its community outside of North America and Europe.
A key focus for the company was new shopping features for brands, including a new tool that allows users to scan a friend’s outfit and shop the look. The Scan tool, which is used by more than 150 million users every month, will be added to the home screen camera, giving it more prominence.
Scan on Snapchat
Snapchat is also introducing AR try-on upgrades, including voice-enabled AR shopping. New voice-enabled commands let users verbally control AR Lenses, and more than 40 commands like ‘next’ or ‘take a Snap’ let users go hands-free. New gesture-enabled controls let users physically signal Lenses to take an action, like showing them a different item, new wrist-tracking technology kicks off AR try-on for watches and jewelry, new True Size technology enables accurate sizing for eyewear and sunglasses, and new 3D Body Mesh and Cloth Simulation allow brands to begin experimenting with full apparel outfits.
Piaget Wrist Tracking
Snapchat is also introducing public profiles for businesses which allows any of its partners to establish a permanent presence on Snapchat to showcase best AR Lenses and Stories.
Partners can also establish a ‘Shop’ page where Snapchatters can browse and buy, which Snap hopes will turn the app into a new organic point of sale. Snapchat is also hoping to have Public Profiles integrate within its Map in the future.
Brands will also soon be able to seamlessly build AR Shopping Lenses by simply uploading their product catalogues and 3D product assets through Snap’s API in Business Manager. This will give Snapchatters real-time product and pricing updates, and brands will see new analytics on Lens usage.
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