02 November 2022
Snap courts ecommerce with Amazon, BigCommerce tie-ups
Amazon Fashion is making glasses available on Snapchat for virtual try-on.
Photo by Thought Catalog on Unsplash
Amazon Fashion is making glasses available on Snapchat for virtual try-on.
Snapchat is continuing to make moves to introduce more ecommerce into the app, especially as it seeks to harness its augmented reality-ready camera and Lens feature as a virtual try-on feature for users to explore new products.
It means there are growing ways for brands and retailers to engage on the visual messaging app. With 363 million users and a reach that extends to 75% of Gen Z and millennials in over 20 countries, Snapchat is home to an audience that many want to reach.
On Wednesday, the social media company announced a pair of new partnerships with ecommerce platforms that will make it easier for brands and retailers to reach those users, and make their products visible on the platform.
Here’s a look:
Virtual try-on tools for Amazon products will be accessible to Snapchat’s user base through a new partnership between the two companies.
Through a new partnership, Snapchat users will be able to use Shopping Lens to try on eyewear from brands available on Amazon, such as Maui Jim, Persol, Oakley, and Costa Del Mar. The feature uses Snap's camera to overlay an image of the glasses on to the photo likeness of a users. There will also be a path for Snapchat users to purchase products they test from the Amazon Fashion store.
“Amazon Fashion is always looking for new ways to collaborate with brands and create fun, innovative shopping experiences for customers,” says Muge Erdirik Dogan, president of Amazon Fashion, in a statement. “Millions of customers regularly use Amazon’s AR shopping technology across categories in our stores, with Virtual Try-On for Eyewear being a long-time customer favorite."
Both companies already had augmented reality tools before linking up. Amazon has its own virtual-try on and Snap has rolled out more AR-based features over the last couple of years. Now, Amazon’s 3D Asset technology and Snap’s Lenses are being integrated. This allows 3D assets and product information to be shared, as well as dynamically updated. The companies teamed up to create 3D asset standards, which integrated the tools.
The Shopping Lenses will be available through Amazon Fashion’s public Snapchat profile, in Snap’s Lens Explorer across the For You and Dress Up tabs and the Snapchat Camera Lens Carousel, the company said.
The companies said they plan to expand the partnership to additional verticals, but it’s notable that they chose eyewear. Warby Parker was a pioneer in virtual try-on with its own tool to test glasses, so it’s fitting that a new partnership is starting through this lens.
Snap recently made a series of product-level upgrades to make AR shopping more prevalent on the platform. Given Amazon's massive assortment, has the potential to meaningfully grow the catalog of products available on the app.
Snapchat integrates with BigCommerce. (Courtesy photo)
A new partnership for BigCommerce is opening up a way for merchants that run stores on the SaaS ecommerce platform to integrate their stores with Snapchat.
This provides the opportunity to sync product catalogs and create Snapchat ad campaigns. Snapchat said merchants can access ad formats that are made for ecommerce. They can also place the Snap Pixel to track conversions and measures results, or use Pixel Custom Audiences to build retargeting campaigns.
“Giving merchants access to Snapchat’s unique audience of 363 million daily active users opens up incredible opportunities for them to tap into a younger generation of influencers that master impacting a consumer's purchasing decision,” said Sharon Gee, vice president of revenue growth and general manager of omnichannel at BigCommerce. "For BigCommerce, Snap’s partnership broadens our direct integrations portfolio for omnichannel merchants on the BigCommerce platform, providing access to top performing social, search and marketplace channels from a single platform to sell more and increase revenue.”
Gee continued, “Furthermore, this partnership provides unique benefits to our ecosystem of Omnichannel Certified Partners for merchants on any ecommerce platform via Feedonomics to drive return ad on spend and improve performance on hundreds of growth channels.”
BigCommerce said its tools are used by “tens of thousands” B2C and B2B brands to create online stores, including Ben & Jerry’s, Molton Brown, S.C. Johnson, Skullcandy, Solo Stove, Ted Baker and Vodafone.
Dealboard has funding and M&A updates from ecommerce aggregators and forecasting software.
This week, the aggregator space is active with M&A, IKEA is ready to roll out newly-purchased warehouse management software and Authentic Brands Group acquired a boot icon. Plus, there’s new investment to report for YouTube influencer Emma Chamberlain’s coffee brand and retail forecasting.
Here’s a look at the latest deals:
Chamberlain Coffee, the consumer brand founded by YouTube influencer Emma Chamberlain, raised $7 million in new funding.
The financing included backing from existing investors including Blazar Capital, Chamberlain and United Talent Agency. New investors include Volition Capital, Electric Feel Ventures, L.A. Libations and Noah Bremen, founder of PLTFRM.
The new funding follows the launch of a Ready-to-Drink (RTD) product and coffee pods. Previously, the brand raised a Series A in August 2022.
"Creating a uniquely inviting coffee brand has been my dream for so long now, and having key investors back us allows us to build Chamberlain Coffee in ways that feel fresh and exciting,” said Chamberlain, in a statement. “There are so many products I am eager to develop and projects I'm excited to get working on. With such an incredible team and group of investors I am more excited than ever to see what the future holds for Chamberlain Coffee."
Impact Analytics, a software company for retail supply chain and merchandise planning, raised new funding from Vistara Growth.
The new investment, the amount of which was not disclosed, comes after Impact raised funding in February 2021 and October 2022 from Argentum.
The funding will help Impact Analytics further develop its Impact Analytics SmartSuite product portfolio, which is designed to help optimize forecasting, merchandising and end-to-end lifecycle pricing. Rather than the traditional forecasting approach of basing decisions on the preceding year, Impact Analytics applies a model that includes 150 variables from internal and external sources, while combining recency and history. Clients include BJ's Wholesale Club, Dick's Sporting Goods, Puma and Tapestry.
Selva Ventures, a venture capital firm focused on consumer brands that promote healthier living, closed its second fund at $34 million, TechCrunch reported.
With the new funding, Selva will invest in brands across categories including health, wellness, beauty and personal care. The fund expects to write checks of $1-2 million in seed and Series A startups, while assisting in areas like finance, operations and retail partnerships.
Backers of the second fund include Unilever Ventures, PagsGroup and Obelysk.
Nautica and Forever 21 owner Authentic Brands Group acquired the intellectual property of Hunter, a 160-year-old British outdoor lifestyle brand known for its Wellington boots.
With the deal, ABG appointed longtime partners Batra Group and Marc Fisher to execute retail and ecommerce operations, as well as continue to expand the brand in the UK and U.S., respectively.
“At the intersection of fashion and outdoor, Hunter introduces another elevated global brand to Authentic’s diverse Lifestyle portfolio,” said Authentic CEO Jamie Salter, in a statement.
Terms of the deal were not disclosed.
DTC cookware brand Great Jones was acquired by Meyer Corporation, a global company that also owns kitchen brands such as Farberware and KitchenAid.
Founded in 2018, Great Jones grew with stylish, colorful cookware that stood out on Instagram feeds. CEO Sierra Tishgart will remain in the lead role, and take on an expanded role as the creative director of Meyer. Previously, Meyer was both a supplier and minority investor in Great Jones through fundraising. Now, Meyer will support product expansion and international retail development.
"I have long admired Meyer's expertise in our category, and I've had the personal pleasure of getting to know the Meyer family and team over several years," said Tishgart, in a statement. "I am ecstatic about the opportunities their support will unlock for Great Jones. We've operated as a small team of less than 10 throughout the company's four-year history, and this collaboration will strengthen our technical capabilities and secure our reach for many, many years to come."
The investment arm of IKEA parent Ingka Group acquired the warehouse management software platform Made4Net.
As a result of the deal, Made4Net’s software will be deployed across IKEA’s 482 stores and fulfillment centers. Made4Net will continue to operate as an independent subsidiary of Ingka, with a headquarters in New Jersey. CEO Duff Davidson will remain at the helm of the company.
“Our business currently requires a better fulfillment operations system with more accurate data that better supports handling for our customers,” said Tolga Öncu, head of retail at Ingka Group, in a statement. “Our goal is to become leaders of life at home, serving more people in an omnichannel reality, whenever and however customers choose to meet us.”
European ecommerce aggregator SellerX acquired Elevate Brands, a U.S.-based aggregator.
The combined companies will be known as SellerX Group. It will comprise a portfolio that includes 80 Amazon-native private label consumer brands in categories including sports and outdoors, home, mobile accessories, pets and consumables. The portfolio will span over 40,000 products.
With the deal, SellerX Co-CEOs Philipp Triebel and Malte Horeyseck will lead SellerX Group, while Elevate Brands cofounders Ryan Gnesin, Jeremy Bell and Robert Bell will remain in key leadership positions.
“This acquisition combines our know-how and diversified portfolios of strong brands with a market-leading technology platform and strong operational infrastructure,” said Triebel, in a statement. “By leveraging our combined strengths, I am convinced we are well-positioned to drive further consolidation in the industry.”
Ecommerce aggregator Society Brands acquired Wolf Tactical, a tactical gear company.
Founded in 2017 by Tim Wu, Wolf Tactical makes products including DC belts, range belts to weighted vest and tactical backpacks.
"I started Wolf Tactical by myself as a side hustle with very limited knowledge of business and entrepreneurship. A combination of hard work and relentless learning allowed me to build it into a multi-million-dollar business," said Wu who will remain as brand president, in a statement. "With the help of Society Brands, I have access to untapped potential that I would not be able to achieve by myself.”