In an age where attention spans are shrinking and second-screen behavior is becoming the norm, a Swiss startup is revolutionizing how we interact with video content. TAP Technologies SA, founded in 2023 and headquartered in Geneva, has launched an innovative mobile app that allows users to instantly shop for fashion items they see on any video screen – without interrupting their viewing experience.
Bridging the Video-Commerce Gap
The problem is familiar to many: you’re watching your favorite show and spot a stunning piece of clothing, but finding a similar item online becomes a frustrating treasure hunt. TAP From Screen, the company’s flagship app, elegantly solves this challenge by allowing users to simply scan their screen with their phone’s camera to instantly discover matching styles on Amazon.
“People want to interact with the video content they’re watching,” explains founder Valery Ushakov. “When that’s not possible, they get bored, start using a second screen, or disconnect entirely.” While shoppable video technology exists, most solutions rely on pre-tagged content or disrupt the viewing experience – problems that TAP Technologies has specifically designed its solution to avoid.
Technology Meets Simplicity
The startup’s approach combines neural networks with text search algorithms to create a seamless, real-time experience. Currently available on both iOS and Android in the U.S. market, the app focuses on fashion discovery through Amazon’s platform. What sets it apart is its ability to work with any video content, whether it’s streaming, broadcast, or even recorded material.
Operating with a fully remote team spread across five countries, TAP Technologies has embraced a bootstrapped approach to development. The current version serves as an MVP (Minimum Viable Product), with the team actively collecting and incorporating user feedback to enhance detection quality and overall user experience.
Looking to the Future
Drawing inspiration from Apple’s design philosophy, TAP Technologies places a strong emphasis on user experience and interface simplicity. “Would Steve approve of that?” is a question that guides their decision-making process, reflecting their commitment to creating intuitive, user-friendly solutions.
The startup’s ambitions extend far beyond its current offering. Within four years, TAP Technologies aims to become the definitive name in shoppable video, with plans to:
- Expand beyond the U.S. into European and Asian markets
- Integrate additional shopping platforms beyond Amazon
- Introduce interactive and social features
- Scale the app’s capabilities for more immersive experiences
Building Through Collaboration
The startup’s journey, while still in its early stages, has been marked by crucial moments of collaboration and support. “Every time we hit a wall—whether it was running out of money, struggling to find the right product direction, or being stuck on a tough tech problem—someone would appear, almost like magic, to help us take the next step,” Ushakov reflects.
This spirit of collaboration and continuous improvement has helped shape both the product and the company’s culture. With the global potential of their technology, TAP Technologies sees a clear path toward becoming a unicorn – but their immediate focus remains on creating a product that users love.
As video content continues to dominate entertainment and marketing landscapes, TAP From Screen represents a significant step forward in making that content more interactive and commercially viable. By removing friction from the discovery-to-purchase journey, they’re not just solving a consumer pain point – they’re potentially reshaping how we interact with visual media altogether.
