The company which own Snapchat has announced a number of new initiatives focused on using its AR technology to aid with online shopping. Analysts predict that the AR market will reach $198 billion in 2025 (MobiDev, 2022).
Most notably, the company is introducing a new in-app destination within Snapchat called “Dress Up” that will feature AR fashion and virtual try-on experiences. Snap is launching tools that will allow retailers to integrate with Snapchat’s AR shopping technology within their own websites and apps, among other updates designed to ease the process of AR asset creation.
Dress Up is a dedicated space within the app that opens the virtual shop doors to brands and products that invites Snapchat users to browse, discover, and share new looks from around the world. Snapchatters can also easily return to the products they love, with a new function allowing them to update their shopping preferences in Profile settings. At launch, the feature works on iOS and Android apps, but Snap says it will work “soon” on websites, as well.
Snapchat’s first global partner to use the technology is Puma, that will allow customers to virtually try on sneakers using the Camera Kit integration. Customers will simply point their phone at their feet to see the sneakers they’re considering appear in an AR view.
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