Toronto-based Hovr.it is a startup that’s closing the gap between online discovery and online shopping. This week the Canadian company announced the launch of a beta test, the first chance for the public to test out Hovr.it.
Hovr.it is a a Chrome extension that allows users to “hovr” over an image of a product, click it, and see where to purchase the item, or its comparables, through retailers online. It currently only supports searches on Pinterest and displays only women’s products, but the startup says additional image services and men’s product support will be added in the future.
The idea for Hovr.it began when CEO Adam Jarczyn experienced difficulty buying shoes. “I knew the exact pair of shoes I wanted to buy, but was having a hard time finding online retailers that sold them,” he explained.
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Hovr.it uses image recognition technology to match the image of a product with a corresponding image in a database of retailer inventory. Users scroll their cursor over a pin of an article of clothing, click it, and see where to buy that item or items similar to it.