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Brief Published: 20 Jun 2016

ShopStyle (Almost) Monetises Snapchat

ShopStyle makes Snapchat shoppable

Helping brands to monetise their social media presence, US multibrand e-tailer ShopStyle has introduced a new tool allowing consumers to shop via Snapchat and Instagram.

ShopStyle's parent company PopSugar has created a proprietary e-commerce app called Emoticode. It allows brands and bloggers to add shortened product links to Snapchat or Instagram posts in the form of ghost and rocket emoji and numeric characters. Users simply add the web link for their chosen product (copied from the brand's e-commerce page) into a coder translator, which generates a corresponding combination of emoji characters.

Snapchat users interested in buying a product simply take a screen shot of the image (it must include the link), exit Snapchat and upload it to the ShopStyle app. This leads them back to the e-commerce page, where they can buy it or save it for later. While hardly seamless, it has created a viable connection between Snapchat and retail for the first time.

The first retailer to test the tool was French beauty giant Sephora, which invited consumers to shop a Snapchat Story featuring cosmetics by Nars and Kat Von D.

Instagram now hosts 400 million monthly active users, while Snapchat boasts an average of 150 million users a day – a rise of 40 million since December 2015, making it a sizeable opportunity for brands to tap into. Both now trump Twitter, which currently has 136 million active daily users.

See also Instagram for Retail Brands, Project September: Shoppable User-Generated Content, The Emoji Economy and The Social Media Sell 2015. Also look out for Monetising Social Media 2016, publishing on July 7.