Earlier this month Snapchat announced the acquisition of Vertebrae, which is a 50-person company that allows brands to create and manage 3D versions of their products. Why does this potentially matter? Because Snapchat is already doing stuff like this:

(If you can’t see the embedded video, click here.)

This was a recent partnership with Gucci that Snapchat is calling the first ever “virtual shoe try-on activation.” The way it worked for the nearly 19 million people that it reached was pretty simple. Point the Snapchat camera at your feet. Try on a bunch of new Gucci shoes. Buy by tapping “shop now.”

As we all consider what it will mean to go shopping in the future — and what kind of real estate will be most valuable — this kind of innovation strikes me as being a very big deal.