Snapchat is reportedly following in the retail footsteps of other visual social platforms such as Instagram and Pinterest.
According to Digiday, Snapchat is enabling a select group of influencers to operate Shopify-based in-app stores from their verified Snapchat accounts. This native checkout feature, which goes beyond an established feature where users can swipe up on images to buy them within the app, will only be offered to U.S. Snapchat users.
Reportedly, influencers Kylie Jenner, Kim Kardashian, Shay Mitchell, Spencer Pratt, and Bhad Babie all now operate in-app stores. Other influencers such as Khloe Kardashian and Rob Kardashian are expected to also have in-app stores in the coming weeks. Snapchat is not currently receiving any portion of transactions from in-app stores.
Snapchat is upping the ante for in-app e-commerce as Instagram has recently rolled out direct online shopping features such as Instagram@shop, an assortment of shoppable products curated by a team of Instagram editors. It also recently began enabling a small group of Instagram “creators” (such as Kim Kardashian West, Kylie Jenner, and Kris Jenner) to tag products in their posts, making the products instantly shoppable, and has started allowing users to buy products from a select group of brands without leaving the platform.
In addition, Pinterest is introducing several new shopping features, including “Shop a brand,” a new dedicated section from retailers that Pinterest is starting to roll out beneath product pins. Pinterest is also now offering personalized shopping recommendations alongside style, home, beauty, and DIY boards. Users can click “more ideas,” then the shopping tag, to browse and shop recommended ideas. They can also tap “+” to add a recommended pin to their board, or click the pin to go directly to checkout on the retailer’s site.