Taking the friction out of purchasing in a digital environment is a common goal for most brands and publishers. That’s why eCommerce got so big in the first place. As the state of technology has improved simple web-based eCommerce has evolved into in-app purchases, which then morphed into mCommerce. Now Snapchat is taking things one step further by enabling the first of its kind in-lens purchase functionality (yes, you read that right).
Here’s how it works. Brands which invest in Snapchat’s Sponsored Lens product will now have the ability to add a purchase button on their lenses, which enables users to make an in-app purchase. The functionality is still in beta, but as you can tell by the brands lining up to test this feature, there’s considerable market interest.
So will consumers start making purchases while using Snapchat Lenses? That’s the million dollar question. My guess is yes, based the on non-stop march towards a more frictionless buying experience. This one will be interesting to watch.