Visual search – and how it is revolutionising our search behaviour

In the comment sections of Instagram and TikTok, you come across the same question again and again: ‘Where did you get that?’ This simple but frequently asked question reflects a new trend in consumer behaviour: the ever-growing desire to be able to buy everything you see – whether on social media or in real life – immediately. Thanks to visual search, this is increasingly becoming a reality. But what exactly is visual search and how is it changing our buying behaviour?

Visual search: a new way of searching for information

Visual search allows users to search for products directly on the Internet using a photo or image without having to enter the product name or description. You simply take a photo or select an image and the technology finds suitable products or information. Platforms like Pinterest and Google Lens introduced visual search a few years ago, but with recent developments, this type of search is rapidly gaining traction – especially in e-commerce.

This feature is very much in tune with the times: most people, especially younger generations, consume content in visual formats. Instead of typing in long product names or detailed descriptions, consumers want to search faster and more intuitively – and this is exactly where visual search comes in.

Why visual search is so important now

Thanks to the endless possibilities of online shopping, the digital world has become a giant shopping centre. We see products we like everywhere: in influencer posts, in series and films or even on the street. In the past, the question of where exactly to find these products often remained unanswered. Today, however, consumers expect to be able to buy any product they see anywhere – immediately. The latest visual search technologies fulfil precisely this expectation.

On platforms like Instagram and TikTok, visual search has led to consumers spending less and less time actively searching for products.
spend less and less time actively searching for products. Instead of laboriously searching for a similar item of clothing, a photo of the desired item can be taken and the app displays matching results – including direct purchase options. This new way of searching for products saves time and leads to faster purchasing decisions.

The influence of visual search on e-commerce

Visual search is expected to become even more integrated into consumers’ everyday lives and have a significant impact on general search and purchasing behaviour. It is estimated that by 2025, almost 50% of consumers will use visual search as their preferred search method. This trend will have a huge impact on e-commerce.

1. more impulse purchases
If a product can be found immediately through visual search, the likelihood of a spontaneous purchase increases. The hurdle of finding a product is eliminated – and with it the time that shoppers
normally need to make a purchase decision.

2. greater personalisation
Visual search allows brands to target users’ preferences. When a particular style or brand is searched for, similar products or alternatives can be suggested. This increases the relevance of search results and provides a personalised user experience.

3. simplification of the purchasing process
In the past, consumers had to describe a product in order to find it online. Thanks to visual search, this process is no longer necessary. This not only reduces the effort for consumers, but also the frustration of not finding the desired product.

Google Lens and the technology behind it

One of the best-known and most powerful visual search technologies is Google Lens. Google Lens was originally developed to help users find information about real objects by simply taking a photo of them. Since then, the function has evolved significantly and makes it possible to identify almost anything – from clothing to plants to works of art.

For example, if a picture is taken of a dress, Google Lens can find similar dresses in online shops, identify the brand or even link directly to a website to purchase the item. For consumers, this greatly shortens the path from seeing a product to buying it.

The technology behind Google Lens is based on artificial intelligence (AI) and machine learning. It analyses images, recognises patterns and compares them with a huge database of products, objects and information. The more data Google Lens processes, the more accurate the visual search becomes.

The future of visual search

Visual search will become even more integrated into our everyday lives. Companies and brands must adapt to this trend in order to remain competitive. For e-commerce, this means that online shops and platforms will have to optimise their offers and products in order to appear in visual search results.

Especially in the fashion and lifestyle sector, visual search will drastically change consumer behaviour. Influencers on platforms such as Instagram or TikTok will become even more of a source of inspiration for purchases, as products that appear in their posts can be found and purchased directly via visual search tools. This leads to a closer integration between social media and e-commerce.

Conclusion: Visual search – a game changer in e-commerce

Visual search has the potential to revolutionise the way we find and buy products online. Thanks to innovative technologies such as Google Lens, product searches are becoming easier and more intuitive. Companies need to adapt their strategies to be successful in this new era of search behaviour. Those who adapt to this trend early on can benefit enormously from the growing importance of visual search.