Snapchat Dives Into E-Commerce With Augmented Reality

·1-min read

Augmented reality may be taking “try before you buy” to a whole new level. AR allows apps and companies to virtually bring a version of reality onto consumers’ devices — and there’s growing interest within the social media world to start selling products in this new reality. As social media companies have matured and found their user base, they are increasingly turning to e-commerce to grow revenues. Last week, Snap and Universal Music Group partnered to expand the music catalogue on the video platform in a multiyear global deal. Snapchat users can use UMG’s entire catalogue of recorded music and content in its Sounds and AR Lenses tools. That’s just one of the ways Snapchat has been slowly integrating AR on its camera app. The company said Snapchat Lenses AR experiences have been part of its repertoire since 2015, and it introduced features where people can try on products, everything from shoes to makeup. Brands including Gucci and Sally Hansen have been using it. “They’re all about adding a fun, entertaining element to your Snaps,” Snap rep Jessica Allen said via email. Some 200 million users engage with their AR daily, according to Snap, and AR activity is growing —...

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