eBay is planning to add image recognition functionality to its mobile apps, reports the Associated Press.

The tool will allow users to photograph items they are interested in buying and match up the item in question with the same or similar items for sale on the eBay website.

The technology is similar to the Google Goggles smartphone app which uses text in photos and images to search for items.

eBay CEO John Donahoe told reporters at the company’s X-commerce conference this week that the company plans to roll out the feature by the end of the year.

However it isn't clear which apps will get the functionality. The company offers the eBay Mobile app, eBay Fashion and the RedLaser app which is able to scan barcodes of items users are interested in and then compare prices and access reviews.

eBay Mobile is available for iPhone, iPad, Android, BlackBerry and Windows Phone platforms, with RedLaser on the iPhone and Android and eBay Fashion only offered for the iPhone.