Flipkart has introduced a new Image Search tool on its mobile app which allows users to find a product by uploading a photo. The feature is currently limited to fashion, with plans to include more categories across the online retailer’s catalogue later on.
Consumers can either click a picture through the in-app camera or use one stored in their phone or tablet. Image Search will look for similar apparel based on style, color or pattern. It also offers the ability to directly click on a product listed on Flipkart and get similar choices based on that. The new function could potentially save time by narrowing down the search results, replacing the current system of typing, adding filters and nonstop scrolling in order to find what you want.
The launch of this tool will serve to intensify the competition between online merchants in India. Flipkart was recently overtaken by Amazon as the country’s most visited e-commerce site in terms of monthly unique visitors in May 2015, according to internet analytics firm Score Data. These websites are increasingly offering app-only incentives to woo the lucrative Indian market, where most consumers interact online through their phones.
Also see: Flipkart seems all set to go mobile-only later this year
Since more than 75% of the traffic to Flipkart comes through its application, it makes sense that the online marketplace is focusing on its app platform. The company earlier this year had hinted at moving towards a mobile-only strategy and creating a more real-life experience when shopping on smartphones. Letting users click photos of their friends’ clothes to buy something similar seems to be a step in that direction.
The Image Search feature is in beta testing and will be rolled out as an update for the Flipkart application soon. Speaking of going strictly mobile, the company had purchased Myntra and transformed it into an app-only experience in May this year.