Social media and photography app Snapchat has been introducing a number of different Snapchat ad opportunities, but shoppable snaps are finally forthcoming. According to Ad Week, Target and Lancome are the platform's first e-commerce clients. Moving beyond sponsored filters and content-rich Discover channels, shoppable Snapchat ads enable users to swipe up to see purchasing details of showcased products.
The ads ran on April 29th through the Cosmopolitan Discover channel on Snapchat. The Target advertisement's copy boasted new products every week, suggesting this will be a permanent feature. While any e-commerce ads are restricted to the standard Snapchat format -- still pictures or videos no longer than 10 seconds -- the introduction of swipeable adverts provides the app with new avenues of monetization.