Disclosed is an electronic commerce system integrated with a social networking system. In some aspects, a user of the social networking system may claim a merchant offer by scanning a visual code identifying the offer. Later, the user may make a purchase at the merchant using the social network application. The social network application may apply the offer to the purchase transaction, and authorize a payment based on application of the offer to the purchase. One or more features of the social networking system may also be associated with the offer, such that these features become available to the user within the social network system upon use of the offer as part of the purchase transaction. For example, in some aspects, additional image filters may be made available within the social network system as a result of redemption of an offer.