Similar to Pailitao! TikTok Shop launches new shopping function

According to foreign media reports, TikTok is testing a new feature in its e-commerce function section: taking photos to identify objects.

Similar to Taobao's Pailitao feature, TikTok Shop's feature allows users to search for products on the platform by taking photos. Currently, the feature is being tested on sites other than the US site.

In fact, in addition to TikTok, Pinterest, Google and Bing have all developed similar visual search tools. According to data from Bizrate cited by Insider Intelligence, the proportion of American users using this feature is still very small - the proportion of American adults who frequently use visual search has increased from 3.8% in April 2020 to 8.2% in February 2023.

It is understood that insight company Watchful AI was the first company to discover the use of visual search on TikTok. A TikTok spokesperson said that if officially released in the future, this technology may provide another traffic entrance for TikTok Shop.

Social e-commerce is already very common in the Asian market, but it has been slow to gain traction in Europe and the United States. According to the Financial Times, most of TikTok Shop’s revenue in the UK currently comes from videos, rather than live streaming.

Rachel Legere, director of paid social at Tinuiti, said: “In addition to improving the user experience, visual search can increase product exposure and break through the seller’s existing traffic coverage. In addition, visual search can also reduce the time consumers spend looking for the products they need.”

A TikTok spokesperson said many merchants and creators have found success on TikTok Shop, citing research that 37% of TikTok users immediately buy something they discover on the platform.

Katia Constantine, CEO of e-commerce agency DigiShopGirl, said two of her clients only recently began testing TikTok Shop. In an uncertain economic environment, brands will be less keen to test new platform advertising tools.

TikTok

Photo search