The Snapchat social network is the perfect ally that was looking for electronic commerce.This social application prepares to combine ecommerce with its augmented reality tools.
If we went back to 2016, we found ourselves at the time Snapchat launched their iconic filters, with which adolescents saw how they appeared on the screen with rosy cheeks, or how their eyes doubled their normal size.These interactive lenses, which were born as another entertainment means, are now a great ally for electronic commerce to advance and help retail merchants to increase their sales in the social channel.
At present, the channel has more than 498 million active users worldwide, and the objective is that this public can buy any product with the tool of interactive filters.These will allow users to be tested virtually shoes, sunglasses, clothing or makeup, and acquiring them from the same application.
The electronic commerce channel already adds 498 million active users
When COVID-19 appeared on the scene, the behavior of the online consumer changed, and caused fashion brands to rush electronic commerce solutions.Since then, social networks have tried to join this task, putting their innovations at the service of the online channel and creating bridges between brands and the final consumer, generating more conversion and sales.
Throughout the pandemic, social media platforms such as Facebook, Instagram and Tiktok have incorporated updates that have sought to bring products directly to consumers.
Instagram has dominated the conversion of social purchases with multiple functions focused on purchases that include product labeling, checkout and a tab dedicated exclusively to commercial publications.Tiktok also has a “buy now” section, which the Levi’s brand used to double monthly visits to its online store.
But Snapchat is in a unique position in front of the other social networks.It has a mostly young audience (Z and millennial generation), and their augmented reality lenses are the ideal complement that fashion brands were looking to solve the problem of digitally tesing the products.
Sanitary restrictions derived from pandemic have caused fashion companies to look for alternative sales channels
Due to the pandemic, the purchase trip, from the route to the acquisition itself, occurs more and more through the online channels, which makes consumers lose the experiential part of purchases, and that is where the platformssocial launched to fill that void.
Instagram completely redesigned its home page to accommodate a store tab, allowing users to explore and buy products directly in the application.Also Facebook, a company that owns Instagram, has introduced purchase functions in live broadcasts, to facilitate brands for sale of live products.
In April of this year, Snapchat took another step by acquiring Screenshop, which uses augmented reality to make clothing recommendations to users based on the photos they take, and allows updating prices and products in real time.With these integrations, Snapchat helps to increase sales and reduce the probability of returns, and makes purchase experience more personalized thanks to augmented reality.
Many fashion brands have paid their attention on this social network, the piece they needed to get to the consumer and be able to accompany it during the purchase trip.Brands like Nike, Gucci, Verishop are already successfully testing this new experience, and they have verified growth in their conversion rate.
