Snapchat’s Augmented Reality Fitting Room: The Future of Social Commerce

Snapchat is making waves in the e-commerce world with its innovative use of augmented reality (AR) technology. What started as a fun feature on the app has now evolved into a crucial tool for businesses looking to enhance the shopping experience for their customers. With the rise of AR Lenses in 2015, Snapchat has been steadily building its e-commerce capabilities, particularly in response to the changing shopping habits brought on by the pandemic.

Major brands like Walmart, Hollister, JD Sports, Under Armor, and Coca-Cola are already leveraging Snapchat’s AR features to allow customers to virtually try on products before making a purchase. This not only enhances the shopping experience but also reduces the likelihood of returns, a common issue for online retailers. The success of these initiatives has led to a shift in focus for Snapchat, with a greater emphasis on solving wider business challenges through its platform.

Industry experts and executives are taking notice of Snapchat’s potential in the e-commerce space. Jessica Chapplow, head of e-commerce at Havas Market, highlights the importance of tangible sales impact for clients, emphasizing the need for platforms like Snapchat to drive actual purchases, not just exposure. Even publishers like Jungle Creations are exploring opportunities for social commerce on Snapchat, recognizing the platform’s potential as a key sales channel.

To further strengthen its position in the retail and e-commerce sector, Snapchat recently hired former Asos executive Amber Sayer as its senior head of retail and e-commerce in the U.K. This move signals a strategic shift towards building more robust relationships with marketers, trade teams, and tech developers, positioning Snapchat as a key player in the evolving e-commerce landscape.

As the competition heats up in the social commerce space, Snapchat is poised to differentiate itself through its innovative use of AR technology and seamless shopping experiences. With the support of retail giants like JD Sports, Snapchat is exploring new ways to engage customers and drive sales, particularly in the realm of in-store experiences.

Despite challenges from competitors like Instagram and TikTok, Snapchat’s focus on reducing friction in the path to purchase and providing measurable results for advertisers sets it apart in the crowded social media landscape. By offering features like in-app shopping and virtual try-on experiences, Snapchat aims to provide a direct link between ad exposure and purchase decisions, ultimately driving business impact for brands.

While the full benefits of Snapchat’s e-commerce initiatives may not be realized immediately, the platform is well-positioned to capitalize on the changing advertising landscape and drive sales for businesses in the coming year. With a strong emphasis on innovation and customer experience, Snapchat is set to revolutionize the way we shop online.