How Snap Could Make Its Discover Tab More Interesting



Snap is testing the ability to make purchases on Discover

Snap’s (SNAP) Snapchat is testing an e-commerce option on a few of its Discover publisher channels. Snapchat launched an in-app shopping section called Snap Store earlier this year.

The new feature will allow Snapchat users to swipe on the product they like in the Discover section and buy it through the Snap Store, according to a report by Digiday. According to the report, many publishers have tested the feature, while two publishers said that Snap had approached them to let them know about the feature.

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Snapchat has invested significantly in the Discover tab

Snapchat has targeted big brands for advertisements in its Discover section. In contrast, Facebook’s (FB) advertising strategy has been to target companies of all sizes, including local shops. The Discover tab seems to be engaging and entertaining, and Snapchat has invested a lot to rope in content partners. According to Snap filings, the company paid over $100 million in 4Q17 to Discover content partners.

Research shows that Snapchat is even more popular than Facebook and Instagram among teenagers. Therefore, Snapchat has attracted media and entertainment brands that want to reach its young audience. The new feature on the Discover tab comes at a time when publishers are looking to move away from Facebook. However, despite the Cambridge Analytica scandal deteriorating Facebook’s user base, it is still unmatched.

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