Snapchat is moving fast into e-commerce with a new native checkout feature rolling out to five influencers on its platform.
Snap Inc. might very well be a “camera company,” but Snapchat is going full-on e-commerce. After introducing a native e-commerce feature to sell event tickets with SeatGeek (a feature powered by Shopify) last year, it’s now bringing a new native checkout feature to five influencers on its app.
Last week, on June 6, Kylie Jenner, Kim Kardashian West, Shay Mitchell, Spencer Pratt, and Bhad Bhabie got a new shop button, on their profiles, that allows users to buy items from their brands – Kylie Cosmetics, KKW Beauty, Béis, Pratt Daddy Crystals, and BHAD Goods.
According to reports, as part of the test, the influencers themselves keep all the revenue, however, merchants don’t get their hands on any customer data if nobody buys something. The move is seen as a way to sweeten up the top influencers and keep them focused on Snapchat as a sales channel and not their Instagram profiles.
Instagram recently rolled out its new checkout feature to 50 creators and five publishers earlier this year and rolled out branded content ads just last week. The native checkout feature has the chance to be highly successful if it can create the right amount of momentum. Using the influencer community to do so is one way to secure this momentum.
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