Cellulant, Pan-African payments company based in Kenya, has built Africa’s first Augmented Reality (AR) powered try-on experiences by Facebook Messenger. This will allow customers to discover and try products before they purchase.
Huddah Cosmetics has been selected as the first social commerce merchant on Mula to launch the platform as part of the roll-out programme.
A statement by Cellulant says that, “For Huddah lipsticks, for example, the AR technology switches on the camera on your cell phone and engages the buyer to try different shades before making a choice and concluding the purchase through Mula seamlessly.”
The new offering will include Mula Shops, an online shopping experience for micro-merchants on social networking sites. Mula Shops integrates Augmented Reality into the Facebook Messenger where customers are able to discover and try products before they purchase.
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According to Cellulant’s Chief Product Officer, Faizal Mirza the future of innovation in Africa is in providing a seamless experience in a space that is currently fragmented.
“Fundamentally, we will be able to connect one of Africa’s growing base of micro-merchants’ gig economy a.k.a, Hustle-preneurs to their ever mobile and digital customers”, says Mirza.
Proud Dzambukira, Facebook Product Partnership Lead, Middle East & Africa said the new innitiative will also be rolled out on Instagram. Kenya is the first country to launch this new online experience with Nigeria, Tanzania and Rwanda to follow.
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