Shopify Introduces New Snapchat Ad Capabilities to Help Merchants Reach More Customers

Facebook Dynamic Ads are also coming

Facebook Dynamic ads are rolling out on Shopify. Shopify
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Shopify’s making it easier for merchants to create ads for Facebook and Snapchat.

Along with Dynamic Ads on Facebook, the ecommerce platform is debuting a Snapchat Ads app that lets companies create Snapchat Story Ads. Additionally, merchants can sync product catalogs to the Snapchat ads manger so prices and other items update automatically and autoinstall the Snap Pixel. Shopify customers can access these new formats in Shopify’s marketing section.

“We anticipate a lot of our larger direct-to-consumers brands are going to take advantage of this Snapchat integration,” said Michael Perry, Shopify’s director of product, marketing tech. “We’re anticipating all sizes of business on our platform are going to take advantage of the integration.”

With the new Snapchat integration, the company now joins Facebook and Google, which also offer merchants easy ad-creation capabilities. Snapchat’s Story Ads are ads that live in the app’s Discover section and give merchants the ability to track sales as well.

This integration brings Shopify and Snapchat closer together. The two have collaborated in the past to bring social commerce to Snapchat for brands like Jordan and Adidas. It also gives Shopify merchants the ability to reach 90 percent of 13- to 24-year-olds in the U.S., per Snapchat’s latest earnings report.

“It’s a huge step for us in terms of helping our merchants directly connect to potential customers across these platforms,” Perry said. “And we’ve made it incredibly simple for our merchants to do these things in a very time-efficient way so that they don’t have to go back and forth between these platforms. They can actually conduct and run their marketing in one central spot, which is inside Shopify.”

@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.