For those who have ventured into e-commerce, this experience may seem very common. The user accesses a platform in search of a specific model of sneakers, for example. However, after typing exactly what they want in the search bar, a curious effect occurs: they are swallowed up by several irrelevant results that have nothing to do with the intended merchandise. Then, the consumer is directed to unrelated shoes, vague recommendations, and images that do not correspond to what they imagined.
In addition to being frustrating, the experience is harmful to merchants. According to a study by Hedgehog Digital, the lack of information about desired products is the reason why about 57% of e-commerce consumers in Brazil give up on their purchases. Therefore, brands need to understand that this rejection occurs because the user experience is out of sync with it, especially in the digital world, where information is always expected to be delivered quickly and accurately.
Text-based search has its limitations. It mainly relies on keyword matching, which means the algorithm tries to find the closest matches based on the terms entered. But this method does not always understand what the individual is really looking for. It does not capture the nuances that make a search truly intuitive, and certainly does not take advantage of the power of what we see.
To provide context, a study by Slyce indicates that 74% of consumers already consider text searches not so effective when looking for their favorite products. Because of this, a new model begins to take shape: image search.
The rise of visual search
We are in the midst of a visual revolution, changing how people discover products and interact with online stores. Visual search harnesses the power of AI to interpret images, analyzing characteristics like color, shape, and patterns. This technology opens up a wide range of possibilities, from product search to recognizing specific locations or items.
A study by ViSenze shows that 62% of consumers from the Millenium and Z generations already use image search features in the USA and the UK. Furthermore, Rakuten’s data reveals that 91% of users feel more drawn to a product when the search results include images.
The truth is, AI is making visual search smarter, more intuitive, and precise. It learns from images to identify patterns and features in ways we couldn’t achieve with simple text. The result is a seamless shopping experience that aligns with how we naturally engage with the world.
We are seeing a fundamental shift in user behavior. People are no longer willing to type what they want to search for and sift through irrelevant result pages when they can simply show exactly what they desire by sharing an image. E-commerce giants like Amazon have already caught on to this. With an interactive AR (Augmented Reality) camera, it offers visual suggestions and options to refine search queries with text, circle an object they like, and look for similar products with the ‘more like this’ option.
How visual search is streamlining marketing
Visual search is especially powerful for marketing. Today, brands are investing resources in creating engaging visuals, from photos to videos, as well as influencer content, taking all this material and turning it into a targeted tool for the segment.
As a result, consumers can turn an image they come across on Instagram or a blog into an instant search that links them to the exact product, directly on the brand’s website. This connection between content marketing and direct sales is closing the loop and making it easier than ever for brands to measure the ROI of content.
And it’s not just for young shoppers. One of the most exciting aspects of visual search is how it is helping to break down barriers for non-native speakers. If someone is shopping in a foreign country or browsing a website in a language they don’t speak, the language barrier can be a real challenge.
With visual search, language becomes irrelevant. There is no need to get the search terms right. The image becomes the universal communication, making product discovery easier for everyone, anywhere. Here, it is worth highlighting a study by Synecore, which found that 40% of people respond better to images than text. At this point, we can also take into account a survey from NeoMam Studios indicating that people tend to remember 80% of what they see and only 20% of what they read.
What’s next for visual search in e-commerce?
Looking ahead, the potential of visual search in e-commerce is impressive. Integrating with other emerging technologies such as voice search and augmented reality, visual search technology is poised to evolve rapidly. This is far from a passing trend, acting as a vital component of your long-term marketing strategy with a forward-thinking approach.
Brands that embrace visual search early will gain a competitive advantage by offering richer and more engaging user journeys. By embracing visual search, companies can meet today’s visually-oriented consumer expectations, turning images into actionable insights and making shopping easier, faster, and more enjoyable.
