Google Lens: see and buy

From feed to purchase: how Google Lens works

Digital shopping is constantly evolving: people buy what they see.

Just one compelling image, a casually taken photo, or an eye-catching object can instantly turn inspiration into purchase.

In this context, Google Lens becomes a key tool for visual shopping, helping to turn any image into a gateway to the digital world.

• Recognises the product: clothing, accessories, home furnishings, and much more.

• Shows availability and prices: direct links to e-Commerce, reviews, and similar alternatives.

• Connects offline and online: identifies products seen in-store or on the street, bringing them immediately online.

• Guides the purchase: provides detailed information and advice, helping users decide quickly.

In short, Google Lens makes shopping more immediate and natural: no need to search, just look. For brands and retailers, this means intercepting the customer at the very moment inspiration strikes, turning a simple “like” into a real sales opportunity.

Google Lens: global and Italian data and trends

Google Lens is increasingly becoming part of consumers’ online and offline shopping habits.

The numbers confirm this and outline a trend set to grow. Worldwide:

• 20 billion visual searches per month, over 10 million per day

• A quarter of these searches have a purchase intent, showing that curiosity often leads to immediate decisions

• 35% growth year-over-year in searches related to discovering objects and information from images

• Around 4 billion monthly queries directly linked to shopping, accounting for 20% of the global total

Focusing on Italy, the phenomenon is growing at a similar pace: over 53 million connected users, and visual social platforms like Instagram reach more than half of the online population.

Italian consumers in particular show a natural tendency to combine physical and digital experiences, quickly moving from visual inspiration to concrete purchase. A clear sign that multichannel experiences and immediacy continue to drive shopping behaviour.

The impact of Google Lens on online commerce

Beyond being a convenient tool for users, Google Lens is also a valuable ally for brands selling both online and in-store. Here’s how:

• Faster conversion: when a user takes a photo and immediately finds the product online, the brand reduces the risk of losing interest and turns curiosity into immediate purchase.

• More informed, targeted decisions: by comparing prices, reviews, and availability in real time, the brand intercepts already qualified customers with clear purchase intent.

• Enhanced omnichannel experience: by integrating Lens, retailers link physical and digital, showing in-store alternatives, promotions, and product information, increasing satisfaction and conversion likelihood.

In essence, Google Lens creates a true win-win: consumers enjoy fast, clear, and intuitive shopping, while brands turn visual interest into real opportunities, increasing conversions, loyalty, and understanding of purchasing behaviour.

T-Data and Google Lens: selling at the right moment

Every day, millions of people take a photo with Google Lens to find out where to buy a product they’ve just seen. It’s instantaneous: attention is high, and the desire to purchase is too. But if the brand does not provide clear information on price, availability, and purchase channels at that moment, the opportunity is lost and the customer moves on.

Curating product data and coordinating touchpoints across channels means being present exactly when it matters. This is where T-Data supports brands, with scalable solutions that ensure they are on the right channel at the right moment, turning a simple gesture like taking a photo into a real sales and customer relationship opportunity.

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