GM Thought of the Week: Snapchat Steps Up its Search Credentials with Visual Search App Capabilities
Snapchat have recently announced they will be partnering with search giant Amazon to introduce a new Visual Search feature. This will essentially allow users to Scan a product or barcode and as a consequence return relevant Amazon product search results. Users will then be able to tap on the product to see more results on the Amazon app or website to complete purchase. Together Snapchat and Amazon are making functionality easier for users to find products they see in real life and shop for them on Amazon without requiring users to exit the Snapchat app.
This new feature is another step to demonstrate social media networks want to dominate/promote user search behaviour. Although it has not been revealed if Snapchat will receive a % of Amazon’s revenue made via the app it is a clear move from Snapchat to expand their shopping purchase capabilities. This supplements other e-commerce updates added by Snapchat recently as they also introduced Shoppable Snap ads and augmented reality lenses.
Snapchat has been facing user decline since its redesign earlier in the year coupled with a Kylie Jenner tweet “Sooo does anyone else not open Snapchat anymore? Or is it just me” in February which resulted in shares of the app’s parent company Snap plummeting 6% in market value. With ongoing competition from Facebook/Instagram and the success of Amazon as an e-commerce site this new Visual Search feature is a clear step from Snapchat to increase its e-commerce business and dominance amongst the social media networks. It will be interesting to see if this feature proves popular amongst users and how it develops Amazon and Snapchat together.