Visual Search: Snapchat and Amazon Come Together! – Commexis Cast, September 28, 2018

On Monday, Snap and Amazon announced a partnership to bring visual search features to Snapchat. What does this mean? In essence, users will be able to scan a logo or barcode of a product and have Amazon listings appear.

A picture showcasing Snap's visual search reading a the logo on a pair of sneakers.

What’s particularly fascinating about this is the ability to find a specific product among a line of similar products with the same logos (such as shoes). TechCrunch reports that this is due to a two pronged process. Snapchat analyzes the image, determining if it is a QR Snapcode, object, or song. Then, Amazon’s machine learning recognizes the unique markings of a product such as the logo and barcode. Then, it finds the product.

A .gif demo showcasing Snap's visual search reading a barcode.

Snap and Amazon aren’t the first to offer visual search on a social media platform. Pinterest released the functionality in November of last year. The partnership is interesting, however, as Prime users on Snapchat the opportunity to completely skip the consideration phase of the Buyer’s Journey, and go straight into the purchase phase.

The Commexis Buyer's Journey. Visual Search allows users to almost completely skip the second phase, Consideration.

Today’s Commexis Cast, found at the top of the page, talks about how this skip is incredible for B2C’s. Now, a user can see your product in the real world and within seconds make the purchase. On the other hand, this may lead to impulse buys, a particularly common act for Snap’s demographic. Snap clearly seems willing to run that risk, given they’re losing money and users.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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