Snap Updates: Focus on Commerce with Camera & AR Enhancements

Snapchat Enhances Shopping and AR Capabilities

During the Partner Summit, Snap unveiled a series of enhancements to its developer tools and Lens Studio, with a significant focus on integrating shopping more seamlessly into the Snapchat platform.

Scan Feature Receives Commerce Upgrade

The company’s Scan feature, powered by computer vision, has been updated to include commerce functionalities. This feature, currently utilized by approximately 170 million users monthly, analyzes the user’s camera view to provide relevant information.

Now prominently positioned within the app’s camera section, Scan introduces Screenshop. Users can scan an outfit worn by a friend and receive tailored shopping suggestions from a wide range of brands.

New Features Expand Utility

Snap is also leveraging this technology for an upcoming feature. This will allow users to photograph ingredients available in their kitchen and receive recipe recommendations sourced from Allrecipes that incorporate those ingredients.

These developments are part of a larger strategy to proactively suggest relevant lenses to users based on their camera’s current focus.

Business Profiles and AR Advancements

Businesses can now create public profiles within Snapchat. These profiles will showcase their complete range of offerings, including Lenses, Highlights, Stories, and products available through the Shop feature.

Snap continues to prioritize business solutions within its augmented reality ecosystem. API integrations are being refined to enhance lens intelligence.

Improved AR Try-On Experiences

Retailers will be able to utilize the Business Manager to connect their product catalogs. This ensures that virtual try-on lenses only display items that are currently in stock.

Collaborations with Farfetch and Prada will introduce further improvements to the AR platform. These include advancements in 3D mesh technology, resulting in more realistic virtual try-on experiences.

Users will also have the ability to navigate through different items using voice commands and visual gestures.

Snap’s Vision for the Future

“We’re excited about the power of our camera platform to bring Snapchatters together with the businesses they care about in meaningful ways,” stated Carolina Arguelles Navas, Snap’s global AR product lead.

She further emphasized the community’s growing desire to experience, engage with, and learn about new products from the convenience of their homes.