TikTok Shop takes (snap)shots at Google

TikTok has quietly brought its already visual-heavy platform to the next level. And it looks like the app's challenging Google's image search capabilities.

Now users in the US and Southeast Asia can browse TikTok Shop by uploading or taking similar pics of what they're after.

It's a move that further undercuts Google's dominance as a search tool (the tech giant admitted TikTok's impact on the company in 2022). But with this new feature, TikTok is increasingly showing it wants users' whole shopping experience - from search to purchase - to be in-app.

How does it work?

Say you're at a cafe and the mug your soy latte came in really speaks to you. Using the image search feature, you can snap a pic of it and find similar items on TikTok Shop.

Or say you find a nice jacket, but it's well outside your price range. In theory, the image search should help you find a similar option, and possibly an even cheaper one!

Cool story for buyers, but what about sellers?

TikTok's silent but significant update means product-based brands should consider joining its marketplace. TikTok Shop is growing fast, and if Gen Z's app of choice is where your buyers are, common sense says you need to be there, too.

Using appealing pics and vids of your products is obviously important. But it's worth considering what the image search algorithm picks up on. Think about angles, lighting, even the environment your products might be found in when you advertise them.

Otherwise, sales might fly right overhead!

-Devin, Copywriter