Snap Inc. just launched a merchandise store. The goal isn’t to make money yet, but it proves the potential for an in-app commerce platform for other brands.
Today the company opened the Snap Store, which lives in the Snapchat app’s Discover section and lets you buy Snapchat merchandise, like a $20 Dancing Hot Dog Plushie or a $30 Dog Lens T-Shirt. You can scan the Snap Code below with the Snapchat camera to open the store and buy exclusive items that will only be available for a limited time. Click here on mobile to open the in-app store.
This isn’t designed to be a serious revenue stream for Snap Inc., though, despite it missing revenue targets last quarter. A Snapchat spokesperson gave no official comment, but told me this is something the company does for its community. Essentially, it’s a way to drive brand loyalty, though it also earns Snap some free marketing as people wear the gear.
But if Snap can use its own Snap Store to prove the potential for in-app e-commerce, it could potentially develop a real revenue stream around charging brands a cut of what they sell on Snapchat or getting them to buy ads promoting their stores.
