Flipkart
The logo of India's largest online marketplace Flipkart is seen on a building in Bengaluru, India, April 22, 2015.Reuters

India's online marketplace Flipkart on Wednesday announced the launch of the new 'Image Search' feature on its mobile app.

The added feature has been designed for Flipkart's fashion category to provide users a real-world like shopping experience. This feature will allow the use of any image to find visually similar products on Flipkart.

With 'Image Search', users can now click a picture or use a photo on their phones to find fashion products of same colour, pattern or style on Flipkart. In addition, users can browse a range of similar products by tapping directly on the product they like on Flipkart.

This new feature aims to fundamentally change the way people shop for fashion online, by helping them find what they're looking for, without going through the usual step-by-step navigation.

With more and more users accessing Flipkart through their smartphones, the company plans to use the in-built features such as camera and bring an offline-like experience with just a few clicks.

"Discovering a fashion product online varies from user to user and is more complex as compared to other categories. A lot of fashion purchase decisions are influenced by similar products seen by users. The image search feature provides a way to find similar products on Flipkart as well as reduces the search/ browsing time, making the overall product discovery and shopping experience simple." said Flipkart's Chief Product Officer Punit Soni.

"This is in line with our ambition to create a very intuitive thoughtful mobile experience that is universally accessible to everybody, regardless of whether they use text or visuals to communicate with us," he added.

The 'Image Search' feature, currently at the beta stage of development, will be available to customers through an app upgrade. With more than 75% users accessing Flipkart through their smartphones, mobile app dominates the total visits on the platform. And there will be more such innovative features and developments in the coming months.