Snap (NYSE: SNAP) recently acquired Fit Analytics, a Berlin-based start-up that helps online shoppers find the right sizes for apparel and footwear. Fit’s main platform, Fit Finder, lets shoppers enter their own measurements and uses a machine-learning algorithm to locate the best-fitting apparel.
Fit already works with about 18,000 retailers worldwide, including VF Corp.‘s The North Face, PVH Corp.‘s Calvin Klein, Hugo Boss, and Puma. The company is also developing visual search technology that will enable shoppers to upload their own photos to find similar products.
Fit’s team of about 100 employees will report to Nima Khajehnouri, Snap’s VP of Engineering, after the deal closes. Snap didn’t disclose the financial terms of the deal, but Fit’s technology could complement Snapchat’s other augmented reality and e-commerce features. It could also help Snap keep pace with Pinterest (NYSE: PINS) in the nascent social shopping market.