Snapchat launches Shoppable Snap Ads feature

Messaging app Snapchat has strengthened its eCommerce offering by launching shoppable adverts, as well as a range of features that its partner brands can use to help facilitate shopping.

Following on from Snapchat’s advanced performance marketing suite launch in June, the company has introduced Shoppable Snap Ads, which will be available for all advertisers in the platform's Ads Manager from October.

Users will be able to tap directly to access product details via Snapchat, paving the way for a quick purchase, and initial tests with big-name retailers have reportedly been positive. Online marketplaces eBay and Wish.com boosted engagement rates using the tool in test mode, while fashion brand Guess reported better customer engagement for those using the new tool versus the older Snap Ads feature, according to Snapchat.

Other new features from Snapchat that might pique the interest of brands and retailers include Product Catalogues, where advertisers can use their existing product feeds to help scale and automate ad creation for marketing campaigns, and Advanced Pixel Targeting.

The latter feature lets advertisers create audiences based on user behaviour, such as when they browse certain product categories.

Supporting these new eCommerce-improvement features was the announcement that Snapchat has added over 30 new performance agency partners, which are certified to help with eCommerce, direct response, and data-driven advertising. Some of the agency partners in the UK include Miri Growth, Marketing VF and Nest Performance.

Snapchat said earlier this week that it has rolled out a visual search feature that connects users to their Amazon accounts when they take a photograph on the app.

Meanwhile, other social networks are ramping up their commerce potential, with Facebook-owned Instagram rolling out in-app shopping on its Stories platform earlier this month.