For those who have already ventured into e-commerce, the following experience may seem very common. The user accesses a platform looking for a specific model of sneakers, for example. However, after typing exactly what they want in the search bar, what happens is a curious effect: they are swallowed by numerous irrelevant results that have nothing to do with the intended product. Then, the consumer is directed to unrelated shoes, vague recommendations, and images that don’t match what they imagined.
Besides 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 abandon their purchases. With this, brands need to understand that this rejection happens because the user experience becomes misaligned, especially in the digital world, where information is expected to be quick and accurate.
Text-based search has its limitations. It mainly relies on keyword matching, meaning the algorithm tries to find the closest matches based on the terms entered. But this method doesn’t always understand what the person is really looking for. It doesn’t capture the nuances that make a search truly intuitive, and certainly doesn’t leverage the power of what we see.
To give context, a study by Slyce points out that 74% of consumers already consider text searches ineffective when looking for their favorite products. Because of this, a new model is gaining traction: image search.
The rise of visual search
We are in the midst of a visual revolution that is changing how people discover products and interact with online stores. Visual search leverages the power of AI to interpret images, analyzing characteristics like color, shape, and patterns. This technology opens a wide range of possibilities, making it easier to search for products or recognize specific locations or items.
Um A study by ViSenze points out that 62% of Millennial and Gen Z consumers already use image search features in the US and the UK. Additionally, data from Rakuten shows that 91% of users feel more attracted to a product when the search returns images.
The truth is that AI is making visual search smarter, more intuitive, and precise. It learns from images to identify patterns and characteristics in ways we never could with plain 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 pages of irrelevant results when they can simply show exactly what they want by sharing an image. E-commerce giants like Amazon have already realized this. With an interactive AR (Augmented Reality) camera, it offers visual suggestions and options to adjust text-based search queries, circle an object they like, and search for similar products with the ‘more like this’ option.
How visual search is simplifying 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, turning all this material into an assertive tool for the segment.
With this, consumers can turn an image they find on Instagram or a blog into an instant search that connects 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 content ROI.
And it’s not just about young shoppers. One of the most exciting aspects of visual search is how it’s helping break barriers for non-native speakers. If someone is shopping in a foreign country or browsing a site in a language they don’t speak, the language barrier can be a real challenge.
With visual search, language becomes irrelevant. There’s no need to get the search terms right. The image becomes universal communication, making product discovery easier for everyone, anywhere. Here, it’s worth highlighting a study by Synecore, which showed that 40% of people respond better to images than text. At this point, we can also consider a survey by NeoMam Studios confirming 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 like voice search and augmented reality, visual search technology is about to evolve rapidly. This is far from a passing trend, acting as a vital component of your long-term, forward-thinking marketing strategy.
Brands that adopt visual search early will gain a competitive advantage by offering richer, more engaging user journeys. By embracing visual search, businesses can meet the expectations of today’s visually-oriented consumers, turning images into actionable insights and making shopping easier, faster, and more enjoyable.
