The Snapchat group is embarking on online shopping and has unveiled a new shopping experience at Snap Partner Summit 2022. This innovation, called ‘Dress Up’, will allow users of the social network to try on clothes in virtual reality before potentially purchasing them with a single click. “Dress Up brings together the best fashion and augmented reality experiences from designers, retailers and fashion brands in one place,” Snap said in a press release.

A function available in Lens Explorer, which collects effects that will be used on the social network, “and soon one click from the camera in the AR bar”. Snapchat users will be able to take a picture of themselves to discover the costumes and other accessories found in “Dress Up”. A practical aspect that facilitates the presentation of the product.

Easy to find articles

Designed to promote online shopping, the feature will also provide a way to find recently viewed items to more quickly add to cart and complete the checkout. An opportunity for all the brands on Snapchat. “Any brand’s lenses will be considered for Dress Up if available in their brand profile,” Snap said.

The Snap group recalled the success that Lenses have had in VR with its users. “Since January of last year, more than 250 million Snapchat users have used AR Shopping lenses more than 5 billion times, experiencing branded products and retailers from around the world.”

The augmented reality that brands use

Snapchat, YouTube, or even Pinterest have already rolled out “Try-On” tools in VR to try on makeup or even fancy accessories from their platform. Technology is now pervasive in brands’ websites and apps.

The Puma brand is also the first Snap partner to use “Camera Kit for AR Shopping” technology, which will allow buyers to virtually try on the sneakers before they can buy them directly from their own site. This technology is available for the first time on apps on Android and iOS, and will soon be rolled out to websites.