Social media apps Snapchat and Instagram are moving beyond communication into online shopping.

New technology being rolled out in the US allows Snapchat users to take a photo of an item in a store, and be taken to the corresponding Amazon.com page for that item.

Vincent Manzerolle, Assistant Professor in Media at the University of Windsor, old Kate Hawkesby the new tech is an extension of the app's augmented reality capabilities.

"The company is essentially leveraging that feature and expanding the way in which it can use that technology, in part to create new revenue streams and new partnerships."

Meanwhile, Instagram users will soon be able to buy items without even leaving the app.

The photography app is preparing to launch a feature in the US that will allow users to do all their shopping without even leaving the app.

Manzerolle says it means social media influencers will become this generation's shop front.

"Instagram is essentially to create a means of turning its user base on the platform into an opportunity to window shop through influencers."

Manzerolle expects the launch shopping features will be available in New Zealand within a year.