TikTok, the popular social media app, is testing a new feature called visual search within its ecommerce solution, TikTok Shop. With a goal of generating $20 billion in sales, the platform allows users to discover and purchase products from their favorite creators and brands in a single, smooth experience. The visual search feature enables users to take a photo or upload an image to find and buy similar products. While this new feature shows promise, it remains to be seen whether it will prove to have enough ROI for ecommerce brands to care.
What is TikTok Shop?
TikTok Shop is an ecommerce solution designed to boost sales and brand growth. Since its beta launch in April, it has been gaining traction with content creators and brands alike. The app is moving towards combining entertainment with commerce to create an engaging user experience. Along with its unique algorithms to promote products matching user interests, the visual search feature aims to drive further sales and promote brand growth.
How does the visual search feature work?
By clicking on the camera icon in the search bar, users can take a photo or upload an image of a product they are interested in. The app will then display a list of similar products available for purchase from brands that use TikTok Shop. Although the feature is currently being tested in non-U.S. markets and has yet to be rolled out globally, it has the potential to attract more ecommerce brands to the platform.
The future of TikTok’s ecommerce solution
While TikTok has been making strides in the ecommerce scene, it is crucial for the platform to prove the ROI potential of its features to gain more ecommerce brands’ trust. According to AdWeek, TikTok shop is performing worse than other TikTok channels and elsewhere. It is worth watching how the platform will tackle this issue and whether it will follow Instagram’s fate in cutting back on its shopping features.
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