Snapchat now lets you shop directly from influencers' profiles via a shop button powered by Shopify.
As of June 6, five accounts received the update on their profiles for their respective brands - Kylie Jenner, Kylie Cosmetics; Kim Kardashian, KKW Beauty; Bhad Bhabie, BHADgoods; Shay Mitchell, Béis; Spencer Pratt, Pratt Daddy Crystals.
Shopify services the checkout experience and as of now the influencers keep all revenue on sales, Snapchat is not taking a slice of the pie.
Snapchat plans to further roll out the feature to more influencers and publishers. In the coming weeks Khloe Kardashian and Rob Kardashian would receive the feature.
The merchants receive no consumer data like contact information unless they makes a purchase. Shopify store owners wouldn't be able to retarget consumers who ditch their carts.
Social commerce has been catching up in the last few years. Facebook has had enough time to let Marketplace become familiar with users. On the other hand, Instagram is gaining prevalence with shoppable tags, the newly introduced in-app checkout feature and branded posts ads.
Snapchat with this feature may be able to restablish itself as a shopping & marketing platform that is preferred by brands and influencers.
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