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e-commerce mobile social media

Shoppable Snapchat? Popsugar launches workaround e-commerce tool

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Popsugar’s Emoticode links on Snapchat make it shoppable

Popsugar has found a way to make Snapchat shoppable, introducing a companion app that enables users to screenshot what they want to buy.

Emoticode, as it’s called, allows brands and bloggers to convert URLs into shortened links that feature emojis in the first two characters. They can then include those in their Snapchat stories, or indeed their Instagram posts. Once someone screenshots them and opens the resulting image back in the Emoticode app it decodes them into clickable links once more.

Like some of the existing third-party social shopping apps for Instagram already out there, it’s somewhat of a clunky process, but it’s a workable one at this stage.

Popsugar, does of course also own e-commerce site ShopStyle, which acts as the foundation for bloggers to use these emoticodes to monetise their social posts. The business model is therefore an affiliate one – Popsugar will take 15% of each sale that occurs. Launch brands also include Uniqlo, Nordstrom and Sephora.

“It was clear that people wanted to take action from our snaps and it wasn’t as easy as it could be. The lightbulb went off,” PopSugar’s CEO, Brian Sugar, told Digiday. “It works for shopping. It will work for recipes, workouts, articles, really anything you want to engage more with beyond a snap or an Instagram post.

Businesses using the emoticodes will also be able to measure ROI – monitoring clicks, orders, revenue and conversion rate. The codes can also be used on the ShopStyle and ShopStyle Collective apps and so far in the US, UK, Australia, Germany and France.

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business e-commerce

ShopStyle: Expansion takes it from search to digital marketplace

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For anyone who’s a regular user of the ShopStyle fashion search platform (and I’m one), there’s an interesting development due in Q2 as it transforms into a fashion marketplace with the launch of new shopping cart service, ShopStyle Checkout.

Parent company Popsugar said the aim is to enable consumers to purchase products from multiple retail partners in a single seamless transaction using one login.

The launch will be via ShopStyle’s iOS app and it will roll out across all the brand’s platform’s as well as 14,000 ShopStyle Collective influencer sites by year-end, Popsugar said.

Popsugar doesn’t intend that ShopStyle becomes an actual retailer itself, and the retail partners it signs up will remain the ‘merchant of record’.

So far it’s named a number of partners, including big hitters like Topshop and River Island, Target, Neiman Marcus and Yoox.com.

It could be pretty amazing – it will launch with over 3.4m products and expects to have over 100 retailers on board by the end of this year.

It’s certainly got a dynamic team behind it. Popsugar is one of those businesses that grew out of the digital revolution. Founded a decade ago as a blog by husband and wife Brian and Lisa Sugar, the media and tech company targeting millennial women is profitable and now has combined visitor traffic of 100m.

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday