Snapchat is testing an e-commerce option on some of its Discover publisher channels. The feature will allow users to swipe on a product and then purchase it within the Snap Store, an in-app shopping section Snapchat launched in February.
The Snap Store sells Snapchat merchandise, such as hats, sweatshirts and a stuffed-animal version of its “dancing hot dog” Lens, but the company clearly has greater ambitions for the store’s potential.
Multiple Discover publishers told Digiday that they have tested the feature, with one source reporting Snapchat was not taking a revenue share of products sold via the tests.
Two other publishers also confirmed they have been approached by Snapchat about the new e-commerce feature’s coming launch.
A representative from one of Snapchat’s Discover publishers told Digiday they believed Snapchat was committed to its partnerships with the media companies that make up the Discover platform. “There’s an interest on [Snap’s] end on how to work with partners to drive more revenue and make it more meaningful.” When we asked Snapchat about the new e-commerce options for Discover Publishers, a company spokesperson said they had nothing to report beyond the Digiday story.
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Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.