Augmented Reality Shopping: The Future of Social Commerce

Snapchat’s Lens Carousel Expands to Include AR Shopping Experiences

Snapchat has long been known for its fun and quirky filters that allow users to transform their selfies with everything from puppy ears to rainbow vomit. However, the platform is now venturing into a more practical realm with the rise of augmented reality (AR) shopping experiences.

One such experience on Snapchat allows users to customize and virtually try on a pair of Nike Air Force 1s. Sponsored by the brand, the filter lets users choose from a variety of colors and textures for different parts of the sneakers before virtually trying them on in a 360-degree overlay. If users like what they see, they can easily purchase the customized pair directly through the app.

This move towards integrating AR shopping directly into social media platforms is a strategic one, according to Ying Zhu, an assistant professor at the University of British Columbia. Brands like Nike are leveraging social media and AR apps to engage with their younger target audience in a more interactive way.

While Snapchat has been a pioneer in integrated AR experiences, other social media platforms are also jumping on the bandwagon. TikTok has partnered with Shopify to enable shopping directly from videos, YouTube is testing a livestream shopping feature, and Instagram has introduced AR-powered makeup try-ons for brands like NYX and Urban Decay.

The growth of social commerce is expected to skyrocket in the coming years, with global sales projected to reach $1.2 trillion by 2025. Brands are increasingly turning to AR experiences to attract tech-savvy consumers, with Gen Z and Millennials expected to drive the majority of social commerce spending.

IKEA, for example, has created a shoppable AR “escape room” game on Snapchat, allowing users to shop for products featured in the virtual room. The success of these AR experiences hinges on seamless integration with the purchasing process, ensuring a smooth and engaging shopping experience for users.

While the U.S. social commerce market is still in its early stages compared to China, where social commerce is already a massive industry, the potential for growth in AR shopping experiences remains high. As consumer technology knowledge and comfort with AR technology continue to evolve, the future of social commerce looks bright.

In the words of Christine Whitehawk, IKEA U.S.’s marketing communications manager, “AR is a terrific way to give consumers an almost ‘real’ impression of what furniture will look like in their home—and considering how much time people spend in their home—they want to ensure it is just right.”