Verishop adds shoppable content to its app

Dive Brief:

Verishop has introduced shoppable content to its iOS app, the company announced on Tuesday.
Using computer vision technology, the platform will show shopping recommendations for the product featured and similar options, the company's co-founder and CEO Imran Khan said in a statement. Customers who purchase products through the platform can access free shipping, free returns and 24/7 customer care, per the company statement.
For now, only select brands and influencers can showcase products through shoppable content, but the company said it will allow users to upload their own photos and videos in the coming months.

Dive Insight:

Verishop joins a growing list of companies moving into the shoppable content space. Sephora and Target announced that they would sell products through Instagram Checkout in June and May, respectively. Back in April, NBCUniversal rolled out NBCUniversal Checkout to let businesses create shoppable content, and Poshmark introduced Posh Stories to let users upload shoppable photos and videos.

While other companies introduce shoppable commerce tools for themselves or others, Verishop has added updates to improve its platform and enlist more partners since its 2019 launch. Last September, the company sped up its shipping. In December, Unibail-Rodamco-Westfield partnered with Verishop to bring digital brands into brick-and-mortar storefronts.

Khan noted in a statement that the company has spent the last year updating its platform to facilitate a fun shopping experience and connect companies with new customers while preserving their brand. The platform introduced its shoppable content feature to keep shopping interesting for its millennial customers, he added.

"If you must think of it in physical world terms, our new app is like window shopping at your favorite mall or shopping strip, but made personal," Khan said in a statement. "You're there to spend some time, get inspired and shop with confidence and convenience. It's that mix of entertainment and commerce that we're taking digital."