Asos has launched visual search functionality within its iOS app, with Android capabilities soon to follow.

Customers can now take a photo of a piece of clothing and use the app to search through 85,000 products to find something similar on Asos.

Shoppers can snap a photo of a garment being worn by a person on the street or in a magazine, or they can screenshot an image from social media.

Around 80% of Asos UK traffic comes from a mobile device, as well as 70% of UK orders. And consumers spend on average 80 minutes per month on the Asos app.

“We know this is where our customers are and it’s how they interact with us every day, so we are always looking for ways that are mobile native to make their experience even better,” said Andy Berks, ASOS’ digital product director.

“Our latest tech, visual search, is a case in point: inspiration can strike you anywhere and at any time – whether it’s a photo in a magazine, scrolling through an Instagram feed or even on a local street corner. Now, with just a couple of taps of their mobile device, ASOS customers can capture that fleeting moment and instantly search our 85,000 product lines to find the item that’s inspired them – or similar - at just the right time.”

Earlier this week, Asos announced a hefty $40 million investment to open a new US fulfilment centre to provide American shoppers with faster and more flexible delivery options.