TikTok is testing visual search in Shop, its e-commerce solution. Users can take a photo or upload an image to find and buy similar products.
Why we care TikTok has been moving more into e-commerce lately, aiming to generate $20 billion in sales. While this feature looks promising, it remains to be seen whether it will have enough ROI for e-commerce brands to care.
What is TikTok Shop? TikTok Shop, which launched in beta in April, is an e-commerce solution designed to increase sales and brand growth. It allows users to discover and buy products from their favorite creators and brands in a unique and seamless experience.
How it works. A user clicks the camera icon in the search bar. On the camera, TikTok tells users to “Take a photo or upload an image to find similar products.”
the test It is limited and is only being tested in non-US markets.
But. TikTok Shop is performing “worse than other TikTok channels and elsewhere.” AdWeek reported Instagram moved into e-commerce, but eventually scaled back its shopping features last year. It will be worth watching to see if TikTok catches on or follows a similar fate.
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About the author
Danny Goodwin has been the editor-in-chief of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as a senior editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s Subject Matter Expert (SME) program. Also helps schedule US SMX events. Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He was previously executive editor of Search Engine Journal (2017-2022), editor-in-chief of Momentology (2014-2016), and editor from Search. Engine Watch (from 2007 to 2014). He has spoken at numerous major search conferences and virtual events, and has brought his expertise to bear in a wide range of publications and podcasts.
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