Snapchat expands mCommerce functions to attract brands and advertisers

Snapchat now lets publishers test a feature that allows users to swipe to purchase tickets and products from inside the app. SeatGeek, the ticket platform, has been among the first big brands to trial ticket sales for live events from inside Snapchat Stories.

In addition to Snap Ads and Story Ads, the company has also launched shoppable augmented reality lenses. Bidding has also been improved across the platform with the addition of goal-based bids for Snap Pixel.

Snap’s venture into mCommerce seems to be working as SeatGeek apparently successfully sold its limited edition tickets for LAFC. However, the exact figures aren’t known. One of the key strategies for selling items across the app is exclusivity.

In addition, Snap has been trialling more unusual items that are only available through the app, including mascots and beach towels.

According to Darrel Jursa, MD of commerce and content at Omnicom’s Resolution Media, Snapchat could be in the process of becoming a more successful mCommerce platform. Jursa told Digiday:

“I think there’s intent, but there’s a two-step [process] with the existing audience: Could you get me to buy something that I can’t access anywhere else?” Jursa said. “If you had a ticket to a YouTuber making an appearance somewhere, I will tell you that that audience would sell out of tickets through Snap.”

It is clear that innovation at Snapchat is ongoing which could attract additional advertisers, retailers and brands in the future.