Snapchat has launched Dynamic Product Adverts (DPAs) to make it easier than ever for brands to set up their e-commerce business on the social network.

Adidas, Farfetch and Topshop were among the first brands to have tested DPAs over the past month with "very positive results".

The new feature lets advertisers in the UK automatically create globally-served Snapchat ads in real-time, based on product catalogues that can contain hundreds of thousands of products which can be served in multiple international markets.

DPA allows brands of all sizes to showcase their products and services in a professional layout, through customised ad formats that can be easily set up. the free-to-access feature is part of an ecosystem of partners which includes 4C, Smartly.io and Brainlabs.

Ed Couchman, general manager at Snapchat UK, explained: “The Coronavirus has accelerated the need for businesses to look at their digital sales channels and encouraged them to be more innovative in how they do that - sInce we opened up the beta testing I was impressed at the number of businesses who wanted to get involved, which really shows the appetite for brands to get on board with e-commerce.

"DPA is the latest in a series of innovative ad solutions that Snap has rolled out to advertisers, focused on efficiency and return on investment and we are seeing strong results from advertisers in multiple sectors from high street clothing stores to food delivery who have been testing the product.”

FarFetch chief marketing officer Gareth Jones commented: "In the wake of the COVID-19 lockdown we have shifts in how consumers are interacting with e-commerce with people increasingly shopping on their mobiles - a trend we expect to continue.

"As a result, we have re-engineered our e-commerce marketing activity to support the many fashion boutiques we work with, and the consumers we serve - Farfetch’s relationship with Snapchat has transformed our activity across the entire funnel and gives us a unique and an unduplicated audience across multiple markets.

"We plan to continue to build on our relationship with Snapchat and we see them as an always-on partner," he added.

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