Stores may be reopening, but brands shouldn’t put e-commerce back on the simmer

Social distancing has forced years of digital commerce transformation into just a few months. Social shopping in particular is having its moment in the sun as people spend more time flicking through their Instagram and Snapchat feeds. However, as lockdown eases to varying degrees around the globe and people start to feel more comfortable visiting physical stores again, brands would be foolish to put e-commerce on the backburner. Snapchat’s debut into e-commerce was a carefully planned, augmented reality (AR) experience. The app first flexed its e-commerce muscle in 2018 in a partnership with Nike that saw it dish out exclusive codes to guests at the brand’s post-NBA All Star game party. Those who scanned them were able to buy the Air Jordan III Tinker within the app.

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