Instagram Adds New Spark AR-Powered Experience to Checkout

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Instagram is piloting an augmented reality shopping experience with a handful of brands in its checkout process, powered by parent company Facebook’s Spark AR unit.

Shoppers can virtually try on different colors and styles of makeup or eyewear from Ray-Ban, Warby Parker, MAC Cosmetics and NARS Cosmetics directly via feed posts, shop pages from those brands’ profiles or Stories while using the latest version of Instagram’s mobile application.

The variations picker within Instagram’s camera enables shoppers to choose different colors to try on and, should they decide to proceed with the transaction, they can buy the product directly via the camera, as well as share it to their Stories and recommend it via Direct messages to their friends.

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