TikTok is testing a new feature that allows users to take or upload photos to find similar products in TikTok Shop, aiming to challenge Google’s dominance in search. First spotted by X user Jonah Manzano, the feature is available to users in the U.S. and Southeast Asia, marked by a camera icon in the TikTok Shop search bar.
This feature enables users to find products by snapping or uploading images, similar to Google Lens and Amazon’s image search. For instance, users can photograph an item they like at a restaurant or online to find similar, possibly cheaper, alternatives on TikTok Shop.
TikTok’s move follows its success in cutting into Google’s search market share, as noted by Google executives in 2022. The company hopes this feature will encourage users to both search and purchase products through TikTok Shop, competing with other image search tools like Klarna and startups like Cherry.
TikTok Shop boasts over 15 million sellers globally, including 500,000 in the U.S., and has invested over $400 million in platform safety. Despite potential challenges, including a possible U.S. ban if its parent company ByteDance does not divest, TikTok continues to expand its e-commerce capabilities to retain users and drive revenue.
