TikTok is Testing Visual Search for Product Discovery for TikTok Shop

Watchful AI

TikTok is currently testing a visual search tool for the TikTok Shop tab, which allows users to take a photo or upload an image and search for similar products, similar to Pinterest, Google, Microsoft Bing, and Instagram. The tool is being tested in markets outside the U.S. and was first discovered by Watchful AI.

Visual search has the potential to enhance the functionality of TikTok Shop by providing users with an additional way to discover products, while helping retailers reach a larger customer base. By allowing users to use visual components to find what they're looking for, they can be presented with more relevant products, as opposed to a large quantity of less relevant ones that traditional text-based searches may provide. This less cluttered environment can lead to a quicker purchasing process.

Since TikTok Shop is still in its early stages, the results for visual search may not be as robust. However, this will change over time as TikTok onboards more retailers. While visual search is primarily aimed at product discovery, TikTok could also use it to suggest videos that relate to a photo or image a user takes or uploads. For example, if a user takes a photo of a tourist attraction like Pike Place Market and searches for it, they could be served with videos from creators who have incorporated that location into their videos, such as showcasing a day in Seattle or suggesting things to do at Pike Place Market.

Visual search across platforms isn't used as widely as one might expect, considering how long it has existed. However, it's a valuable addition to TikTok's growing range of options for users to discover content or products across the platform. These options now include the For You Feed, location tags, captions and hashtags, a chatbot, dedicated feeds, and much more.