Amazon.com announced on Monday that it is enabling Snapchat users in the United States to make direct purchases within the app, a strategic move by the e-commerce giant to leverage the increasing trend of social media as a shopping platform.
As social networks continue to shape consumer shopping habits, various platforms, including TikTok, are venturing into the realm of online shopping services. Others, like Snapchat, are opening avenues for e-commerce companies to tap into their user base.
This move mirrors Amazon’s similar collaborations with Meta Platforms, the owner of Facebook, and Pinterest. The partnership with Snapchat has the potential to contribute to the recovery of Snap’s advertising business, which reported better-than-expected earnings last month.
Snapchat’s shares were nearly 5% higher in premarket trading following the announcement. However, the social media company declined to comment on the news initially reported by The Information.
The collaboration will enable customers to make purchases directly from Amazon ads within the Snapchat app, streamlining the shopping experience without requiring users to leave the platform. Amazon, headquartered in Seattle, explained in an email statement that potential buyers will have access to real-time pricing, Prime eligibility, delivery estimates, and product details for select Amazon product ads on Snapchat. This integration aims to create a seamless and convenient shopping process for users within the Snapchat environment.