Dive Brief:

• Swiss shopping platform Piccing has secured $3.62 million in Series A funding from undisclosed investors.

• Zurich-based Piccing is an image-recognition-based platform that allows shoppers to upload or find images of items they like. The Piccing app finds the items or similar ones and makes them shoppable, taking users to the relevant retail site.

• The company takes a percentage of resulting purchases and is partnered with more than 300 retailers worldwide, many of them on the luxury end.

Dive Insight:

Several ventures, including Google, Pinterest, Amazon’s Firefly, Slyce, even Wanelo, are all working on getting to this spot, where users see something they like, post it, and then, buy it. Buying it is where the money is, of course, and it may be just a matter of smoothing out the technology and perfecting the usability to get everyone there.