Viber launches 'instant shopping' feature to search products within the app

Joining the bandwagon of messaging platforms offering shopping features, Viber is the latest to adopt the strategy to enter in the e-commerce industry.

Viber is launching a new "instant shopping" feature that allows users to search for products without leaving the application.

The feature is scheduled to be rolled out on March 6 for US users in beta version, which will be followed by a global rollout throughout the year.

Viber CEO Djamel Agaoua said, “Messaging is just starting its journey on mobile devices. By adding e-commerce capabilities, Viber is bringing a solution for mobile shoppers to share their passion with the people that matter to them in a couple of taps."

To start shopping, users can tap on the new shopping bag icon where they can tap on the brands and stores they love and then find items based on categories. Instead of taking screenshots, the user can browse for items and choose to share them in the chat and have the option to learn more about the item.

Once the product is selected, the app will redirect you to the brand site to complete the transaction.

At the launch, Viber will introduce two brands on its app: Macy's and Rakuten.com, the owner company of Viber. The app will show a series of items covering a range of categories — electronics, home goods, and fashion

The company is expected to add more brands to its platform in the future. "This is just the first step in a very exciting journey we’re about to take with our users, and it’s only going to get better as we add more partners and gather more feedback,”Agaoua further added

Recently, Viber also launched Chat Extensions, a search feature that enables users to use third-party services to get information while in the middle of a conversation, with a contact.