Amazon Fashion and Snap have partnered to bring Snapchat users Virtual Try-On (VTO) experiences. With 1.4 billion people expected to use augmented reality on smartphones in 2023, the social media and retail giants are hoping their combined services will attract them.
More than one billion fashion items have been purchased on mobile devices by Amazon Fashion customers. As part of the new shopping experience, 363 million Snapchat users will be able to shop for eyewear from Amazon brands in the first stage, including Maui Jim, Persol, Oakley, and Costa Del Mar. In addition to eyewear, both Amazon and Snap plan to expand their partnership into other categories in the future.
It is predicted that the global market for virtual and augmented reality (VR and AR) technologies will reach 142.4 billion dollars in 2019, a significant increase from the 13.4 billion dollars in 2018.
“Amazon Fashion is always looking for new ways to collaborate with brands and create fun, innovative shopping experiences for customers,” said Muge Erdirik Dogan, president of Amazon Fashion. “Millions of customers regularly use Amazon’s AR shopping technology across categories in our stores, with Virtual Try-On for eyewear being a long-time customer favorite. We are delighted to partner with Snapchat and further expand AR shopping for both fashion brands and today’s new generation of digital shoppers.”
By integrating Amazon’s 3D assets technology with Snap’s lenses, a service that can be extended to industry partners, shoppers get up-to-date product details and availability with 3D assets and product information, which can be shared and dynamically updated with Snap’s lenses.