Shopping through social platforms has become a very focused strategy among the big players in the space. Snapchat is now stepping up to the plate in a new partnership with Amazon.

Imagine seeing something you like and wondering, “Where can I buy this?” You can now use Snapchat’s camera to scan an object, which will then bring up a card showing that item and similar items. When you click on the image, you’re redirected to Amazon’s app or site to view and buy the product. Amazon uses their machine vision technology to identify the objects.

Reportings from last quarter indicate the number of Snapchat’s daily active users is down from 191 million to 188 million. Snapchat hopes that this new feature will help increase users, as well as become the new go-to interface between the real and digital worlds. Amazon is also benefiting from the partnership, stepping into the social space and increasing traffic to their site.

Shopping via social media is becoming more and more popular, especially with Millennials and younger shoppers. This new way of shopping is likely to drive purchases among this audience, who are more likely to be heavy users of both Instagram and Snapchat. Snapchat is still testing and rolling out this new capability, but chances are this will be at the forefront of what’s to come in the social and ecommerce space.