Snapchat tests new features to help e-commerce 
Snapchat's deep-linking and web auto-fill features form its latest bid to attract e-commerce brands and advertisers to the platform. Currently in testing, the auto-fill feature allows users to respond to a lead generation form shown after an ad with one tap, rather than having to type out personal information on a small screen. Users will also be able to opt out of this service. Additionally, Snap Ads' deep-linking feature enables users to tap a link shown in a video ad to be taken directly to a new app, such as the product page of an e-commerce app.
Snapchat has been steadily introducing ad products during the last couple of years, involving everything from shoppable ads to in-the-feed videos and a full-blown API. The diversification of tools is what many big-budget marketers—who need particular utilities on the mobile platform to do their jobs well—want to see. And such moves should intrigue revenue-minded investors heading into Snap Inc.'s seemingly inevitable 2017 IPO.