Snap Acquires Fit Analytics, a Fitting Technology Startup, to Double Down on Fashion and E-Commerce

Snap made an acquisition to further that camera reach in another direction: selling fashion and more generally, e-commerce and shopping. Snap today confirmed that it has acquired Fit Analytics, a startup based in Berlin that has built technology to help shoppers find the right-sized apparel and footwear from online retailers, along with a wider set of personalization tools and other analytics to help retailers figure out how to sell more overall.

Fit Analytics’ technology lets people enter their own measurements into a tool that uses machine learning to match those dimensions up to the clothes or shoes in question to find the best fit.

Fit Analytics has confirmed that it will be continuing to operate its existing business, while also working on helping Snap build out its shopping platform.