Snapchat has revealed its latest product search feature, confirming a partnership between the image sharing app and Amazon has arrived.
It seems Snapchat isn’t willing to sit back and let Facebook-owned Instagram take all the social commerce glory, as Snapchat confirmed yesterday that rumours from earlier in the year were correct, and Snapchat will be partnering with Amazon.
In July this year, app researcher, Ishan Agarwal told TechCrunch that Snapchat’s unreleased ‘visual search’ feature was hidden within the code of the social platform’s Android app.
Code hidden within Snapchat’s Android app discovered in July hinted at the new shopping feature.
“Press and hold to identify an object, song, barcode, and more! This works by sending data to Amazon, Shazam, and other partners,” he told the tech publication.
Snapchat has now confirmed the existence of this in-app feature.
“Beginning this week, we’re testing a new way to search for products on Amazon right from the Snapchat camera,” the company said in an announcement on its website.
Consumers will reportedly be able to use their Snapchat camera to identify and purchase products directly from their local Amazon marketplace.
“It’s super easy to use,” Snapchat said. “Simply point your Snapchat camera at a physical product or barcode, and press and hold on the camera screen to get started.”
Snapchat has teamed up with Amazon to produce a new in-app shopping feature.
From here, the social networking app says the system will recognise the product or barcode and will produce an Amazon card on the screen that will display the links to view/purchase the product, or something similar, directly from Amazon’s app or website.
This new e-commerce functionality, which is expected to be rolled out to its 190 million-plus users over the next few months, could give Snap Inc a much-needed revenue boost.
In the last year, Snap Inc has experienced a 60 percent drop in advertising, and a less-than-desirable increase of users, drawing in a little over half of the eight million users it was expecting to attract in Q3. This, along with increasing competition from Instagram, has proven problematic for Snap.
Earlier this month, Instagram announced a number of updates to its e-commerce functionalities, including the completion of its rollout of ‘Shoppable Stories’.
When shoppable stories were first unveiled in June this year, only “select” brands were able to display the shopping bag icon in their stories. Now, all advertisers, both big and small can display a shopping bag icon, product descriptions, price information, and purchase links within their Instagram stories.
The social media channel is also releasing a new personalised shopping channel in Explore, where users will have a dedicated space to visit when they want to see products being sold by the brands they follow, or to discover new ones.
In a recent blog post, Instagram discussed the new channel it’s added to Explore.
“Now, when you simply want to shop for fun, you’ll see a channel dedicated to Shopping posts from the brands you follow and brands you might like,” the company wrote.
Historically, Snapchat has been a step behind platforms like Instagram and Facebook when it comes to commerce, but through this new Amazon integration, it could start reducing its financial losses.
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