Poshmark Founder Says ‘Focus on Community’ Powers Consumer Loyalty and Sales

In the age of digital commerce, consumers have long been searching for more intuitive ways to discover and purchase products. One notable challenge in this process has been the gap between visual inspiration and product identification.

Consumers often come across items they like in real life or online, only to struggle with finding the exact product or similar items for purchase. This has led to a growing demand for solutions enabling users to upload images of things they’re interested in and quickly locate them in online marketplaces.

Companies are again looking to redefine all types of consumer experiences with the assistance of artificial intelligence (AI) across numerous industries, and visual shopping is no exception.

One of those companies harnessing AI’s power is Poshmark.

In a recent interview, Manish Chandra, founder and CEO of Poshmark, tells PYMNTS about the platform’s recent strides in visual search through its newest consumer tool but also outlines the company’s strategy of harnessing AI to set itself apart from its competitors — how its strength of community is making these investments worthwhile.

“Often, people will be inspired by a style they come across and not know the brand, product name, or even how to describe the shape or color,” said Chandra. Despite the prevalent demand, current solutions frequently fail to deliver pertinent products corresponding to that inspiration.

In July, Poshmark launched Posh Lens, a consumer tool that aims to empower shoppers to search for secondhand styles with just a photo.

Fundamentally, Posh Lens incorporates a machine-learning model for product identification and a product similarity model. Once an image is uploaded, Posh Lens employs these ML models to recognize various products within the image. It then locates listings resembling the identified products and seamlessly presents them to shoppers.

Chandra said Poshmark initiated trials of Posh Lens toward the end of April to refine the visual search feature, establishing a smoother avenue for shoppers to discover desired styles. The search tool also can help sellers have merchandise seen by active shoppers.

“Sellers can take advantage of this feature by making listings easier to discover,” Chandra said.

To fully leverage Posh Lens, the company emphasizes sellers must ensure that each listing’s cover shot portrays the item for sale in high quality, captured with proper lighting and highlights the offered product.

Bringing Visual Search to Life for the Poshmark Community

Posh Lens departs from conventional online shopping practices, by offering a different way for consumers to interact with the platform. However, its implementation has not been without its challenges. Adapting complex image recognition technology to identify items from a diverse range of images accurately was no small feat.

To make visual search possible, Poshmark teamed up with the Korean internet company Naver which completed its acquisition of Poshmark in early January of this year.

Read more: Naver Completes Acquisition of Poshmark and Aims to Grow Globally

“We saw a big opportunity with the Naver partnership as it puts us in a better position to accelerate growth, scale internationally, and invest in our long-term growth strategies outside of the public markets, while creating new opportunities for our business, our community, and Team Posh,” said Chandra.

Currently, Posh Lens facilitates visual search within a selection of the marketplace’s highly sought-after fashion segments, including women’s and men’s clothing, bags, and footwear.

Chandra noted that the “community response to Posh Lens has been positive so far, and we’ll continue to listen to feedback on ways we can enhance their experience.”

How Posh Lens Fits in the Poshmark Ecosystem

Navar also aided Poshmark in the launch of its new live-selling feature, Posh Shows, in April.

While Posh Lens allows shoppers to swiftly discover their preferred styles through a simple photo, resulting in a smoother secondhand shopping encounter, Posh Shows elevates the resale experience by empowering shoppers to inquire, request demonstrations, and directly engage with the seller in real time.

“We launched Posh Lens on the heels of introducing live shopping through Posh Shows,” said Chandra.

These two functionalities collectively introduce fresh avenues for consumers to explore, shop, and draw style inspiration from within the realm of Poshmark.

Read more: Poshmark Invites Sellers to Go Live With ‘Posh Shows’

Enhancing Product Discovery to Foster Loyalty

While many are placing their bets on AI, including eBay, which has struggled to remain relevant, Poshmark’s efforts appear to be yielding positive results. In May, it was reported that Poshmark significantly contributed to Navar’s earnings, with a 45.5% increase in sales within its eCommerce unit, driven by the platform’s strong performance.

So, why is Poshmark resonating more with consumers?

“What sets us apart is our community,” said Chandra. “Our focus on community has fostered a unique culture of sellers supporting sellers — people are not just loyal to our brand, but also to each other. This especially comes to life during the experiential events we host to bring our community together and cultivate lasting connection both on and off the platform.”

From a broad perspective, loyalty within a marketplace might appear complex, as one might assume that a consumer’s loyalty would be directed toward the marketplace rather than individual sellers. However, the reality is quite different. Once a buyer discovers a seller within the marketplace and enjoys a consistently positive and satisfying customer experience, that buyer’s loyalty becomes oriented toward the seller, akin to how brand or retailer customer relationships develop.

These positive interactions can heighten the likelihood of a seller attaining the status of a Poshmark Ambassador — recognized for delivering exceptional customer service.

Chandra also noted that this, in conjunction with initiatives such as PoshFest, Poshmark’s distinctiveness becomes further apparent through its strategic technological investments, exemplified by innovations like Posh Shows and Posh Lens.

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