Snap Buys Vertebrae To Make AR Shopping A Reality

The parent company of Snapchat has bought Vertebrae, a company that lets brands create and manage 3D versions of their goods. Vertebrae’s 50-person team will keep developing the platform for existing and new clients, according to a Snap spokesperson. The idea is that a company can easily upload visuals and other information about an item into Vertebrae and have a 3D version made for shoppers to access, and potentially buy directly, within Snapchat.

While Snap first used its augmented reality tech for silly effects like puking rainbows and dancing hotdogs, the company increasingly sees AR as a way to shop. Early tests of AR shopping experiences, such as a recent collaboration with Gucci to let people virtually try on a pair of limited-edition sneakers, have shown Snap that people are more likely to buy something after they interact with it in 3D.