Snap to buy another company to make AR shopping a reality


Snap makes a big bet on AR purchases.

Snapchat’s parent company has acquired Vertebraen, a company that allows brands to create and manage 3D versions of their goods. Vertebrae’s 50-person team is constantly developing the platform for existing and new customers, according to a Snap representative. The idea is that the company can easily upload visual objects and other information to the Vertebrae area and get a 3D version that allows customers to access and possibly purchase directly through Snapchat.

Although Snap first used its augmented reality technology for silly influences like rainbow dressing and dancing hot dogs, the company increasingly sees AR as a way to shop. Early tests of the AR shopping experience, such as the recent partnership with Gucci to allow people to try out a limited set of sneakers in practice, have shown Snap that people are more likely to buy something when they interact with it in 3D.

“We are excited to join Snap, where we are strengthening and expanding a world-class 3D storage platform for retailers and brands,” said Vince Cacace, CEO of Vertebrae, in an exclusive statement. Limit. “The future of AR commerce is bright, and we will continue to make it easy for our partners to create, manage and deploy AR experiences across all customer contact points.”

Vertebrae user interface for brands.
Photo: Spines

Snap declined to say how much it cost Vertebrae, but the deal was probably small in relation to its Acquisition of $ 500 million by WaveOptics, which makes AR monitors Spectacles smart glasses. To date, Vertebrae has raised approximately $ 10 million in risk finance. It lists Toyota, Adidas, CB2 and other well-known brands as customers on its website. It also worked with Facebook – Snap’s biggest competitor – in AR purchasing technology in 2019.

When you assemble Vertebraen Snap for other purchases and features related to shopping, including Fit Analytics and Screenshop, it is easier to understand their efforts to be a destination. In terms of brands, the company is setting up a self-service system that can easily download and manage AR versions of goods that people can find on Snapchat. Imagine for Snapchat users that you can scan almost anything in the real world and resize it into a virtual object that you can edit, resize, and then purchase without leaving the app.

If people actually use AR shopping on their phones, it will make Snapchat even more useful in the near future and at the same time make its ads more effective, as someone’s shopping is a strong indication of other items they are interested in. In addition to smartphones, AR shopping will be more compelling in the world of the future as more people wear smart glasses with displays such as Snap’s latest glasses.

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