TECH

Snapchat turns to ecommerce to recover lost users

Snapchat will now have one more feature. This Monday, the company announced that the app's camera will integrate a new artificial intelligence system, which will allow it to recognize products and read bar codes. Whenever this option is enabled, an Amazon card will appear with the corresponding product, which will redirect you to the associated purchase page.In addition to the link that refers the user to purchase the product, the card also has another button that serves to open a page of similar articles. In addition, IA will also rely on Shazam's help to identify songs.Snap is testing this system with a small percentage of users, but the company plans to make it available to all, gradually, very soon.It should be noted that the app lost about three million daily users in the second quarter of the year, so adding ecommerce features could be part of a strategy to reverse the downward direction that the app has been following. According to a study by Snap, users of the app demonstrate 20% more willingness to shop through the smartphone, those who do not use Snapchat. This same study also concluded that snappers are 60% more likely to make impulse purchases. The data underpin this latest bet by the North American brand, which may even give you a percentage of the sales that come through through this functionality.




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