Instagram is testing augmented reality (AR) shopping integration with select brands. The addition is based on Facebook’s Spark AR Studio that lets brands and developers add effects for the camera.
Shoppers if Ray-Ban, MAC and NARS Cosmetics will now be able to try on glasses and make-up virtually before purchasing a product. The AR technology is integrated into Instagram brands, shopping, and Stories pages.
For example, if you’re shopping for a new pair of sunglasses, you can use the Instagram camera to try on different styles and colours and then checkout from within the app. Users can also share their findings and purchases via Stories and through private messaging.
Instagram is a popular app for mobile purchases with one-third of users previously making a purchase through the platform.
The Facebook subsidiary has been busy expanding its shopping tools and brand integrations with features such as curated shopping accounts and the addition of Checkouts.
The addition of AR tools will make it easier for shoppers to try before they buy and bring Instagram one step closer to becoming a valuable mCommerce platform.