How Snap's AR Shopping feature will allow retailers to engage customers

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On January 26, Snapchat updated its AR shopping capabilities: the Shopping Lenses section now works “driven by a product catalog” from brands, and they themselves receive more data for marketing development. Snap, the owner of Snapchat, has long been actively developing augmented reality technologies, which could give it a competitive advantage over other social networks.



The update makes AR shopping more convenient for shoppers. They now see basic product information, such as price and color options, updated in real time. Additionally, after a b2b email list virtual try-on, Lens Product Cards are displayed with a product description and a link to purchase.

In turn, brands will get more data about how their AR features are performing. Now, the analytics come in real-time – as Snap explains, the Shopping Lenses section is directly linked to the companies’ product catalog.

This will allow brands and marketers to gain insights faster and use them to inform their targeting and product development strategies, as well as identify which products are most appealing to Snapchat’s younger audience, Gen Z and millennials.

Prior to launch, Snap tested “catalog-driven” Shopping Lenses with several brands, including Ulta Beauty and MAC Cosmetics.