Snapchat gets a new function for augmented reality shoppping

·2-min read
Puma is the first brand to take up Snap's technology, allowing shoppers to try on products virtually.

Virtual and augmented reality seem to be shaping the future of online shopping. And Snapchat is keen to get in on the act, unveiling a new feature called "Dress Up," for trying on clothes in augmented reality.

Shopping online is set to get easier on the Snapchat app, thanks to a new shopping experience unveiled by the firm at its 2022 Snap Partner Summit. Called "Dress Up," the innovation will allow users of the social network to try on clothes virtually before potentially purchasing them in just a few clicks. The feature "brings together the best of AR fashion and try-on experiences from creators, retailers and fashion brands all in one place," Snap explains in a press release.

The "Dress Up" feature is available in Lens Explorer, which groups together the various effects that can be used on the social network, and will soon be "just one tap away from the Camera in the AR Bar," the firm explains. Snapchat users will be able to use the camera to see themselves in the outfits and other accessories featured in "Dress Up." A practical function that will make it easier to visualize a product before buying.

Designed to encourage online shopping, the feature will also offer a way to find recently viewed items to add them to the cart more quickly and finalize payment. And it's an opportunity for all brands present on Snapchat. "Any brand's Lenses will be considered for Dress Up if they're available on their Brand Profile," Snap said.

Snap also recalled the success of its AR Lenses among users. The site says that since January of last year, more than 250 million Snapchatters have used AR Shopping Lenses more than five billion times, trying on products from brands and retailers around the world.

Augmented reality being used by brands

Snapchat, YouTube and Pinterest have already deployed virtual reality "Try-On" tools to allow users to try out makeup or luxury accessories from their platforms. And this technology is now being deployed within brands' own websites and applications. The Puma brand is the first Snap partner to use the "Camera Kit for AR Shopping" technology, which will allow shoppers to try on sneakers virtually before buying them. First available on Android and iOS apps, this technology will soon work on websites too.

Sabrina Alili

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