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Volume 25 No. 29

Technology

Publishers in Snapchat’s Discover section have "tested a feature that lets users swipe up and buy items inside the app," and as part of the test, SeatGeek is "powering ticket sales for live events within brands’ Snapchat Stories," starting with LAFC and boxer Errol Spence Jr., according to Kerry Flynn of DIGIDAY. The new feature is "one of the latest steps Snapchat is taking to expand its e-commerce business." But do consumers "actually want to buy tickets -- or anything, really -- via Snapchat?" LAFC co-Owner & President Tom Penn in an email noted that the team "sold out of the limited number of tickets it offered." Penn "wouldn’t say how many tickets were sold, but added that LAFC planned to continue working with Snapchat." Meanwhile, SeatGeek said that "no money is changing hands" between itself and Snap -- a "sign that it’s still early days for the integration." Marketing agency Resolution Media Managing Dir of Commerce & Content Solutions Darrell Jursa said that there is "potential for Snapchat as a bigger commerce platform if the offerings are catered to the app’s young users." One of Snap’s "first successful attempts at commerce with a brand involved exclusivity." Snap "sold Air Jordan III Tinker sneakers through the platform with Darkstore and R/GA, and Shopify powered the initiative." The sneakers "sold out in 23 minutes" (DIGIDAY.com, 6/12).