Flipkart, India’s homegrown e-commerce firm, has announced a partnership with Snap, to expand its augmented reality-led e-commerce experience for millions of its customers across the country. It is Snap’s first collaboration with an e-commerce platform in India. It will enhance the journey of millions of existing and new-to-e-commerce fashion customers.

Under this partnership, Flipkart will integrate Snap’s state-of-the-art Camera Kit to its app, enabling customers to virtually try on products or view them in their physical world to make an informed purchase. While Flipkart already boasts of an AR-enabled camera, the integration of Snap’s Camera Kit will enhance its capabilities to offer consumers an opportunity to view a wider range of products across categories such as fashion, wearable technologies and more in the next few months in a more immersive manner, Flipkart said in a press release.

“The e-commerce landscape in India is changing rapidly with millions of new customers from all geographies looking for richer experiences online. As a homegrown e-commerce company, we are proud to take a lead on this with our augmented reality enabled app and are taking this vision ahead in partnership with Snap, a global leader in AR technologies. This partnership will herald a new era in the e-commerce industry, enabling easy access for customers while driving growth for lakhs of our sellers,” Jeyandran Venugopal, chief product and technology officer at Flipkart said in a media statement.

“With today’s digital-first consumer and accelerating digital economy, AR-driven experiences such as virtual try-on plays a key role in motivating and converting intent to shop. At Snap, we have been focused on making our innovations accessible and impactful both within and beyond our platform. A robust and diverse partner ecosystem plays a key role in our growth in India. Collaborating with market leaders like Flipkart offers us the opportunity to scale Snap Camera and AR technology and introduce industry-first innovations for our communities,” Nana Murugesan, Managing Director, International Markets, Snap said.

Snapchat is built around the camera, which now plays a meaningful role in millions of people’s lives. With a proven track record of innovating by creating products and formats that users love and that the wider industry adopts, Snap is committed to democratising augmented reality. This, coupled with Flipkart’s nuanced understanding of millions of its customers and its Flipkart Camera will offer unique AR experiences to customers.

As e-commerce today is becoming a part of our lives, there is a growing need to bring real-life purchasing experiences to customers using technologies such as augmented reality. And with customers increasingly shopping on the go and from the comfort of their homes, this enhanced experience will enable customers to be better informed while helping them make an informed purchase.

Fibre2Fashion News Desk (GK)

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