The time for online shopping is now.
The pandemic has ushered in the era of ecommerce as Americans embrace curbside pickup, next day deliveries and grocery pick-up services. There's likely no going back as an increasing number of consumers get accustomed to shopping online.
Now, retailers are taking experience to another level with streaming, data personalization, augmented reality and other features that are only likely to grow digital shopping habits.
Here are three trends sweeping ecommerce and the Los Angeles companies that are fueling it:
<h2>AR and Livestreaming Usher in New Virtual Shopping Experiences </h2><p>
Makeup and clothing retailers that relied on in-store shoppers have turned to augmented reality features to lure customers — from their own homes where they don't have to social distance.
</p><p>
YouTube and Amazon both launched livestreaming services this year, letting consumers shop for clothes or try on makeup from their phone screens. Meanwhile, Google's new augmented reality platform built with Toronto-based ModiFace pairs ecommerce sites with the virtual try-on technology.
</p><p>
In Los Angeles, two venture-backed livestreaming shopping companies are making waves. Popshop Live launched in 2019 and this year closed a <a href="https://dot.la/popshop-live-2646369816/particle-2" target="_self">$3 million round in July</a> as CEO and founder Danielle Li watched users spike in a push from businesses to stay afloat.
</p><p>
"Retailers who have one to three locations quickly realized they're getting nearly the same amount of traffic," said Philip Soriano, Popshop Live's head of operations. "People come to us and will probably stick around even if the foot traffic comes back."
</p><p>
Meanwhile, L.A.-based NTWRK offers livestreamed shows featuring limited-edition gear launched by celebrities and designers. The video commerce platform, founded in 2018 and backed by Live Nation Entertainment, recently partnered with Snap to stream interviews with designers and creators about items they're preparing to drop.
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<a href="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzQ0MzU5Mi9vcmlnaW4ucG5nIiwiZXhwaXJlc19hdCI6MTY2ODEwMDUwM30.v7E4hnsaVUx6nW9dQAd5GP8Vfjm8nWMcCZuXvWg-BkI/img.png?width=980" target="_blank"><img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzQ0MzU5Mi9vcmlnaW4ucG5nIiwiZXhwaXJlc19hdCI6MTY2ODEwMDUwM30.v7E4hnsaVUx6nW9dQAd5GP8Vfjm8nWMcCZuXvWg-BkI/img.png?width=980" id="6bc48" class="rm-shortcode" data-rm-shortcode-id="ba7f934e0b8a437235ad5ea58adfe58f" data-rm-shortcode-name="rebelmouse-image" alt="Popshop Live" /></a>
<small class="image-media media-caption" placeholder="Add Photo Caption...">Popshop Live Became Essential for LA Boutiques During the Shutdown. Now It's Got $3M to Grow</small>
</p><h2>Entertainment and Shopping Have Teamed Up</h2><p>
From platforms like Popshop Live to Instagram's new Reels feature, tech companies are harnessing influencers and networks of users to promote consumer products.
</p><p>
As companies feel the pressure to build an online presence, many are turning to <a href="https://dot.la/influencer-marketing-2648899321/influence-in-the-wake-of-ecommerce" target="_self">influencer marketing campaigns</a> to ramp up sales. And marketers only expect that trend to continue.
</p><p>
MagicLinks, an L.A. social media marketing company, found that across a sample of 4,500 ecommerce retailers, sales directed through YouTube influencers jumped 80% year over year in the quarter from June through August. The company said influencer-driven sales were up 115% across customers, including Target, L'Oreal and Best Buy.
</p><p>
Other marketing agencies said they've increased budgets for influencer content since the pandemic. Even bigger companies are giving it a shot: Tito's Vodka and Superdry to name a couple.
</p><p>
"Any brand that wants to connect with Gen Z, and sell whatever product or service they have, has to engage (with these platforms)," Glenn Ginsburg, SVP of global partnerships at influencer marketing agency <a href="https://www.qyoumedia.com/" rel="noopener noreferrer" target="_blank">The QYOU</a> told dot.LA. "Moving forward I think we'll see brands start to build deeper relationships with influencers."
</p><h2>Better Recommendations Are on the Way </h2><p>
Personalization has swept ecommerce as companies are ramping up product recommendations online. AI is now becoming more precise in helping companies steer shoppers toward products that fit their profile.
</p><p>
Gabriel Nipote is the co-founder and COO of Halla, the L.A.-based machine learning company builds algorithms for online groceries to make smarter food recommendations. Unlike retail where shoppers are comfortable, online grocery shopping is starting to gain market traction.
</p><p>
It's there that the gaps to machine learning are clear. For instance, some online markets during the pandemic offered customers product substitutions that didn't resemble what they ordered.
</p><p>
"There are special places on Twitter and Reddit for people to complain about their tortillas being replaced by bags of flour, or receiving recommendations for hygiene products while browsing bagels," Nipote said.
</p><p>
And because shoppers have only recently started coming around to grocery shopping online, data is still scant and difficult to draw broad conclusions from. As more shoppers fill shopping carts online, Nipote, whose startup team has doubled since March, expects more tech solutions for personalized shopping to launch in 2021.
</p>
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Snap Inc unveiled a flurry of new features and products at its partner summit on Thursday. The Santa Monica company held its event virtually this year due to the coronavirus.
Chief Executive Evan Spiegel kicked things off with brief remarks, including an announcement that Snap is partnering with Headspace, also based in Santa Monica.
"Soon, directly in Snapchat, Headspace will offer meditations and tools that help Snapchatters check in with their friends and family, and stay healthy," Spiegel said.
<p>
Yesterday, Headspace closed a <a href="https://www.sec.gov/Archives/edgar/data/1805085/000180508520000002/xslFormDX01/primary_doc.xml" target="_blank">$47.7 million raise</a>, part of their <a href="https://dot.la/headspace-raises-93-million-2645125732.html" target="_self">Series C</a> that was $53 million in equity and $40 million in debt.
</p><p class="shortcode-media shortcode-media-rebelmouse-proxy-image">
<a href="https://lh4.googleusercontent.com/TmSp4evm_dSEn_Ka12rjSqcec-CFgHoi66UT302sh4FrGDPbh5tVyaxEdZel5aEEAYm1gne6xpd7VKAzl7_Snh6JadvdjowBI-ohUBICFy8iHMwfT0viQy6-BTMsoa_IaAWLucwL" target="_blank"><img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vbWVkaWEucmJsLm1zL2ltYWdlP3U9JTJGVG1TcDRldm1fZFNFbl9LYTEycmpTcWNlYy1DRmdIb2k2NlVUMzAyc2g0RnJHRFBiaDV0VnlheEVkWmVsNWFFRUFZbTFnbmU2eHBkN1ZLQXpsN19Tbmg2SmFkdmRqb3dCSS1vaFVCSUNGeThpSE13ZlQwdmlReTYtQlRNc29hX0lhQVdMdWN3TCZobz1odHRwcyUzQSUyRiUyRmxoNC5nb29nbGV1c2VyY29udGVudC5jb20mcz0yNTYmaD05NTJiYzg0NWJjNzgxZGI3ODI4OWNlYTdmODU3YTg1OTQ3ODIxMTYyYjU1MjBlOGQ0NTdmMWRhOGYxMjA0ZDkzJnNpemU9OTgweCZjPTQwODc1NDU2NTgiLCJleHBpcmVzX2F0IjoxNjMwMjU4NzYxfQ.GiR-ns6eWZYfMR55DmLALnK9XSL4AUlgC2jbzDcmDwA/img.jpg" id="bad19" class="rm-shortcode" data-rm-shortcode-id="ff360c24f8e2cd3916894de77132b652" alt="" /></a>
<small class="image-media media-caption" placeholder="Add Photo Caption...">Snap Inc. Chief Executive Evan Spiegel kicked off this year's partner summit, which was held virtually due to coronavirus fears.</small>
</p><p>
Spiegel also noted that the Snap app will soon feature a new toolbar with tabs for chat, maps, camera, friends and its Discover platform.<br/>
</p><p>
Much of the presentation centered around AR, which the company has been building on for eight years. That work shows up on Snap's app in the form of "lenses," which overlay digital features onto a camera's subject. Lenses are developed by Snap and also by independent users.
</p><p>Snap claims about 1 million lenses are available in total and that over 170 million users engage with them on a daily basis, nearly 30 times each day.
</p><p>
A procession of Snap executives followed Spiegel in rapid succession, introducing new features and partnerships related to their divisions. Here are a few of the highlights:
</p><h2>Snap's AR Lenses Get Supercharged
</h2><p>
Snap's Lens Studio, a desktop app for third-party developers and artists to develop their own lenses, will now allow developers to upload their code into the studio platform and use their own machine learning models to create lens designs.
</p><p>New "local lenses", meanwhile, will use 360 image capture, user snaps, and other data in conjunction with 3D-reconstruction, machine learning and distributed cloud computing technology to "build a representation of the physical world...and map whole city blocks", allowing a new level of AR mapping onto users' surroundings.<br/></p><p class="shortcode-media shortcode-media-rebelmouse-proxy-image">
<a href="https://lh3.googleusercontent.com/noG69l2PVnA65ULsOOPgW7Xp4FpYKqFV9xUaeaYa7YnRbBZs8MkjbDthgIpA7OvRYZg-LCcvNot0jtJ8FRZQDNN5ADNwSdP877v6ow77tNDZH72xoN34vtCe8RlDgL2Tw0qmJ2Vt" target="_blank"><img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vbWVkaWEucmJsLm1zL2ltYWdlP3U9JTJGbm9HNjlsMlBWbkE2NVVMc09PUGdXN1hwNEZwWUtxRlY5eFVhZWFZYTdZblJiQlpzOE1ramJEdGhnSXBBN092UllaZy1MQ2N2Tm90MGp0SjhGUlpRRE5ONUFETndTZFA4Nzd2Nm93Nzd0TkRaSDcyeG9OMzR2dENlOFJsRGdMMlR3MHFtSjJWdCZobz1odHRwcyUzQSUyRiUyRmxoMy5nb29nbGV1c2VyY29udGVudC5jb20mcz01OCZoPWQ0Y2FhNDRjMjIzMzkyNDlhZWIzYjNmNjE3MDBlNGYyNmRlMjcxYTg1YTA5OTAwMjAxMjUyZjMzNjZkZDk4YTcmc2l6ZT05ODB4JmM9OTA1ODk3MzY1IiwiZXhwaXJlc19hdCI6MTYzNjUxNTAyNX0.SNGaZJd7hPfiKjSVvlfm4dHmeiYDA9VUmj-GVtmj7hs/img.jpg" id="0fef6" class="rm-shortcode" data-rm-shortcode-id="f1a05da6c285d6565bf937f44f95b605" /></a>
<small class="image-media media-caption" placeholder="Add Photo Caption...">Snap's local lenses will allow users to transform cities with AR</small></p><p>
Snap's scanning feature will soon enable users to point their cameras at plants, dogs, nutritional labels and brands to get more information, such as the type of plant, dog breed, health information and company histories. Scan will also begin accommodating voice activation. Users will be able to ask Snapchat to add on AR features like a new hot-pink hairdo or a cuddly bearhug.<br/>
</p><p>
"Today Scan helps you learn more about what you're seeing in front of you," a Snap executive said. "Tomorrow, it will give you results based on what you're saying."
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<a href="https://lh5.googleusercontent.com/lPCKYXFE7SHLjON_DieZv4I5dbw3gz6yUPJ-uKJI1XGNvCSPheZJKey5sjJjgHvOE_0PYY36AkMhKSAm5Jb7v_JjK7VYOKPLekWUav0Ll-QQPmUXVOopaQtnb4beGci6wonmRAWJ" target="_blank"><img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vbWVkaWEucmJsLm1zL2ltYWdlP3U9JTJGbFBDS1lYRkU3U0hMak9OX0RpZVp2NEk1ZGJ3M2d6NnlVUEotdUtKSTFYR052Q1NQaGVaSktleTVzakpqZ0h2T0VfMFBZWTM2QWtNaEtTQW01SmI3dl9Kaks3VllPS1BMZWtXVWF2MExsLVFRUG1VWFZPb3BhUXRuYjRiZUdjaTZ3b25tUkFXSiZobz1odHRwcyUzQSUyRiUyRmxoNS5nb29nbGV1c2VyY29udGVudC5jb20mcz0zMTYmaD0yZGE4MDU1MDk1MjQ3NDQwMTFlZDRiZjhiY2NiZWYwYjU0Mzc3OGRkZjc3ZmUyODc4OTQ0ODA0ZDhjNDdmNGJiJnNpemU9OTgweCZjPTM3MDMxMTU5MjEiLCJleHBpcmVzX2F0IjoxNjE5NzMzNDgyfQ.gXwXAA0dyohFB4tvwBIDLrS_RRNZ_392NmnjqntTQcg/img.jpg" id="4d716" class="rm-shortcode" data-rm-shortcode-id="ddedbe0f3e0c26190b71c04cc900645e" /></a>
<small class="image-media media-caption" placeholder="Add Photo Caption...">Snap's scanning technology got an upgrade </small></p><h2>
Snap's Discover Platform Inks New Partnerships with Disney, ESPN and Sports Leagues <br/>
</h2><p>Snap announced expanded partnerships with Disney, ESPN, NBCUniversal, ViacomCBS, the NBA and the NFL for its Discover platform. These multi-year deals will reportedly include shows repurposed for mobile viewing, original content, and highlights. </p><p>
The company also introduced Happening Now, "aimed to be the fastest way for Snapchatters to consume breaking news." Updates from partners including the Washington Post, Reuters and Bloomberg will appear in mobile-friendly format.
</p><p>
Snap announced several new shows as well, including unscripted, scripted and docuseries formats. It also renewed four original series.
</p><h2>Snap Ramps Up Integration With Brands and Companies
</h2><p>
Snap Minis, designed by third-party developers, are new utility features that integrate into Snap users' chat windows. As The Information <a href="https://www.theinformation.com/articles/snap-plans-expanded-developer-platform-that-echoes-wechat" target="_blank">reported</a> last month, this functionality resembles Chinese chat platform WeChat, which takes a cut of in-app purchases. In <a href="https://www.theverge.com/2020/6/11/21286537/snap-minis-snapchat-partner-summit-2020-announcements" target="_blank">an interview with The Verge</a>, Spiegel explained that Minis represent Snap's expansion into e-commerce.
</p><p>
The initial slate of Minis includes partnerships with L.A.-based Atom Tickets, which will make it easier for Snap users to plan a group movie theater outing, and L.A.-based Mammoth Media, which will allow users to share predictions with their friends. Quick meditations from Headspace, flashcards for studying from Saturn Technologies, and coordination planning for Coachella are also among the new Mini features.
</p><p class="shortcode-media shortcode-media-youtube">
<span style="display:block;position:relative;padding-top:56.25%;" class="rm-shortcode" data-rm-shortcode-id="24c0443afd6b2cf19c2cdee8e7ece210"><iframe type="lazy-iframe" data-runner-src="https://www.youtube.com/embed/qye-qIdwV8M?rel=0" width="100%" height="auto" frameborder="0" scrolling="no" style="position:absolute;top:0;left:0;width:100%;height:100%;"></iframe></span>
<small class="image-media media-caption" placeholder="Add Photo Caption...">The Next Small Thing from Snapchat...Minis! | Snap Partner Summit 2020</small>
</p><p>
Minis will begin to roll out next month, the company said.<br/>
</p><p>Separately, Snap will also allow other applications to incorporate its AR tech.
</p><p>
"We built one of the world's most powerful AR cameras so you don't have to," an executive said.
</p><p>
Apps that will integrate Snap's AR functionality include Triller, which allows users to create their own music videos; MLB's Ballpark app, wherein teams will offer customized lenses for fans; and a new app from Nike that challenges users to reach their fitness and wellness goals.
</p><p>
And through "dynamic lenses," Snapchat will import lenses from other apps, including Houseparty and Yahoo! Fantasy Sports.
</p><h2>Snap's Maps Functionality Allows Friends to Find Each Other and Local Businesses </h2><p>
"In an effort to help out local businesses," Spiegel said, "we're rolling out Places on the Snap Map, highlighting places that are popular with our community and easily allowing the places we love to let people know they're open for business."
</p><h2>Snap Unveils A New Slate of Games </h2><p>
Finally, Snap announced several third-party games that will now allow users to bring in their Bitmoji digital avatars, including Scrabble Go, developed by Culver City-based Scopely Inc.
</p><p>
Snap also introduced 10 new games that will be available on its platform. Bitmoji Paint, for example, designed by Snap's internal studio, "is a global canvas where millions of players in the Snapchat community come together to contribute to one massive collage," an executive described.
</p><p class="shortcode-media shortcode-media-rebelmouse-proxy-image">
<a href="https://lh5.googleusercontent.com/ao0_jttyGxutXvbjt7iGiX7APxlqGHN6_0klGCDLBaM-lzqP_zZ6NqGPDlJIo9m6pGnJ3sJKDfGQ6kM5BRN0iRL_rc6rPOanEK_Hxpupn7edhPBIOEnot1kxPIsnLMyFdePF92Kr" target="_blank"><img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vbWVkaWEucmJsLm1zL2ltYWdlP3U9JTJGYW8wX2p0dHlHeHV0WHZianQ3aUdpWDdBUHhscUdITjZfMGtsR0NETEJhTS1senFQX3paNk5xR1BEbEpJbzltNnBHbkozc0pLRGZHUTZrTTVCUk4waVJMX3JjNnJQT2FuRUtfSHhwdXBuN2VkaFBCSU9Fbm90MWt4UElzbkxNeUZkZVBGOTJLciZobz1odHRwcyUzQSUyRiUyRmxoNS5nb29nbGV1c2VyY29udGVudC5jb20mcz04NzImaD1kZjk2YmQ3N2RkZTM0NzI3NzU0NjMyYTAwMGI4NGY0ZTgxNzMxMjM5YWJlZDc3ZjM1ZDM5MGNiNTk2YmNhNTliJnNpemU9OTgweCZjPTI5NjYxMzUxNDYiLCJleHBpcmVzX2F0IjoxNjQwODYzNzU5fQ.hTGPfUuha55Nt1T7919wvkut2mVsjePpVvj8juLZYrY/img.jpg" id="1b95f" class="rm-shortcode" data-rm-shortcode-id="f110ec2ebe9582dc56e22d1615379fb9" /></a>
<small class="image-media media-caption" placeholder="Add Photo Caption...">Snap's slate of games continues to grow</small></p><p>
Spiegel returned to the stage to close out the keynote section of the summit before it dispersed into several virtual rooms to elaborate on specific announcements.<br/>
</p><p>
"We believe that the Snapchat generation will help create a world built on real friendship, shared success, positivity and possibility – putting people, the environment and our values first," he said in his closing remarks. "We are all kind, smart and creative and we will build a brighter future together."
</p><p>
The summit comes as Snap has found itself at the center of a fraught back-and-forth with the president. Earlier this month, the self-described camera company made headlines by deciding to <a href="https://dot.la/trump-snapchat-2646151172.html" target="_blank">stop promoting President Donald Trump's account</a> on its Discover platform, where users watch Snap-curated content. The company did not directly address the issue on Thursday.
</p><p>
In response to Snap's announcements, Credit Suisse wrote that it is "feeling incrementally more optimistic about the company's ability to maintain or even gain time spent with its user base."
</p><p>
Snap's stock fell over 7% on the day at the market close, on a day when the S&P 500 index dropped nearly 6%.
</p>
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