Snap is planning a bigger push into online shopping with a new feature in the Snapchat app that will recommend clothes users can buy based on photos they upload to the messaging app, according to two people with knowledge of the matter. And last fall, the company secretly acquired a startup once associated with Kim Kardashian West to help make the effort possible.

Snap plans to announce the e-commerce push at its annual developer conference in late May in the form of a new shopping recommendation feature that will mainly be accessible inside Memories, a section of Snapchat where users collect photos and videos to view later. The effort underscores how Snap has made commerce a bigger priority since the onset of the pandemic, which greatly accelerated the growth of online shopping.