Digital disruptor The Iconic has launched a new visual search tool - ‘Snap to Shop’.

The tool allows customers to search for clothing, sportswear and accessories by uploading a photo or taking a snap in The Iconic app.

It claims it is the first retailer in Australia to launch image-search technology.

It has the ability to help customers sort through its assortment of over 50,000 products and 800 brands.

‘Snap to Shop’ uses technology developed in partnership with Alibaba Cloud, the cloud computing arm of Alibaba Group.

Chief technology officer Zoe Ghani confirmed The Iconic has had over one million app downloads since its launch in 2013.

“With two out of three of our shoppers purchasing via The Iconic mobile devices this year alone, we know there is a strong demand for mobile-first and more personalised shopping experience.

"We’re thrilled to be offering our customers a new way to engage and discover products within The Iconic catalogue with ‘Snap to Shop’ visual search technology.

"As a retailer that strives to be at the forefront when creating seamless shopping experiences, ‘Snap to Shop’ means that Australian customers will be able to discover and receive their favourite products faster than ever.

"Visual search is just the beginning of what we’re working on at The Iconic to ensure our customers have the latest shopping tech at their fingertips."

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