The landscape of fashion ecommerce is changing rapidly, and one of the most innovative technologies driving this shift is virtual try-on. Imagine being able to see how clothes will look on you without stepping foot into a store. Powered by AI and augmented reality (AR), virtual try-on technology offers consumers a digital fitting room, revolutionizing the way we shop for fashion online. From reducing returns to boosting sales and creating engaging shopping experiences, virtual try-on is set to reshape the future of ecommerce.

For fashion startups, stylists, and catalog managers, adopting virtual try-on solutions could provide a significant competitive advantage. In this article, we explore how virtual try-on is changing the ecommerce landscape, its major benefits, and why it’s crucial for future-proofing your retail strategy.

What is Virtual Try On Technology?

Virtual try-on technology allows consumers to "try on" clothes digitally by using their device’s camera or a virtual avatar. Through AI and AR, this technology superimposes clothing onto the user’s body in real time, allowing them to see how garments will look and fit before making a purchase. This technology helps online shoppers visualize clothing on themselves, increasing their confidence in buying items they can’t physically try on.

How It Works

AI-powered virtual try-on uses the customer's body measurements and preferences to create a virtual avatar. Then, AR technology projects the clothing onto this avatar, making it appear as though the customer is wearing the garment. Some virtual try-on solutions even use real-time camera feeds to overlay clothing directly onto a shopper's image, making the experience even more immersive.

Ayna provides one such solution with its powerful Fashion API, enabling businesses to integrate virtual try-on into their ecommerce platforms. Explore our solutions to see how Ayna’s Fashion API can enhance your ecommerce strategy.

The Business Benefits of Virtual Try On

Adopting virtual try-on technology brings numerous advantages for fashion businesses. Not only does it enhance customer experience, but it also has a direct impact on revenue growth and operational efficiency.

1. Improved Personalization

Virtual try-on solutions use data from customers to personalize the shopping experience. For example, based on a customer’s body type, preferences, and previous purchases, the system can suggest items that are likely to fit and suit them best. By offering tailored recommendations, retailers can improve customer satisfaction and increase the likelihood of conversions.

Walmart, for instance, has introduced the “Be Your Own Model” feature, allowing shoppers to visualize how clothes will fit on them, which has been instrumental in reducing return rates. This personalization not only makes the shopping experience more enjoyable but also increases the likelihood of customers finding items they love.

2. Enhanced Customer Confidence and Experience

The biggest barrier to purchasing clothes online is the uncertainty around fit and appearance. Virtual try-on bridges this gap by giving consumers a chance to see how an item looks on them before making a decision. This technology enhances the overall shopping experience and boosts customer confidence in their purchasing decisions.

Levi’s, for example, has developed a try-on feature specifically for denim wear, addressing the common challenge of fit when purchasing jeans online. This personalized fitting experience has led to greater customer satisfaction, as shoppers feel more assured about their purchases.

3. Reduced Returns

Returns are a significant pain point in online retail, particularly in the fashion industry. Virtual try-on technology plays a crucial role in reducing returns by providing shoppers with more accurate information about how the clothing will fit and look on them. Studies have shown that businesses using virtual try-on technology can reduce returns by 10%, as customers can make more informed decisions.

This reduction in returns not only saves costs but also improves the overall sustainability of the fashion industry by reducing the carbon footprint associated with reverse logistics.

4. Increased Sales

Virtual try-on is proven to boost sales. In fact, businesses that integrate this technology have seen sales improvements ranging from 20% to 40%. The ability to try on clothes virtually helps customers feel more confident about their purchases, resulting in higher conversion rates and less hesitation during checkout. According to a study 38% of consumers are more likely to buy a product if they can virtually try it on, proving how effective this technology is in driving sales .

Virtual Try-On as a Competitive Advantage

With the rise of virtual try-on, fashion brands are getting more creative in integrating this technology into their sales strategies. It is no longer just about having a fitting room experience it's about making the shopping process seamless and fun, and helping consumers make better-informed choices.

Future-Proof Your Business

As ecommerce continues to dominate the retail landscape, embracing new technologies such as virtual try-on is essential for staying competitive. By adopting AI-powered solutions, fashion brands can not only improve the shopping experience but also future-proof their business for the digital-first consumer.

Top retailers like H&M have scaled try-on features to mass-market SKUs, allowing shoppers to visualize products on their app from anywhere, ensuring that they remain at the forefront of ecommerce innovation. For fashion brands, this kind of technological adaptation is crucial to maintaining relevance in a fast-evolving market.

Gaining a Competitive Edge

Offering virtual try-on gives your brand a significant edge over competitors who haven’t adopted the technology. As more retailers adopt AR and AI solutions, those who integrate virtual try-on into their ecommerce platforms early will position themselves as leaders in the space. 

The Future of Virtual Try-On

The future of virtual try-on holds even more exciting possibilities. As AI, AR, and machine learning evolve, virtual try-on technology will become increasingly sophisticated, offering even better accuracy and more immersive experiences.

1. More Accurate Fit Predictions

As AI continues to improve, we can expect virtual try-on technology to provide even more accurate fit predictions, reducing the likelihood of sizing issues and returns. This will help create a smoother, more satisfying shopping experience.

2. AR Integration with Social Media

Social media platforms are already incorporating AR features that allow users to virtually try on makeup, glasses, and even clothing. In the near future, we could see seamless integration between social media and ecommerce, allowing customers to try on items directly from platforms like Instagram or Snapchat before purchasing.

3. Virtual Fitting Rooms in Physical Stores

In-store experiences are also set to benefit from virtual try-on. Brands like Zara are already using smart mirrors that allow customers to see how garments fit without trying them on physically, boosting impulse purchases. The integration of these technologies into physical stores will enhance the customer experience and encourage more purchases.

Conclusion: Why Virtual Try-On Should Be Part of Your Ecommerce Strategy

Virtual try-on technology is transforming the fashion ecommerce landscape, offering significant benefits for businesses and customers alike. From improving personalization and enhancing customer confidence to reducing returns and driving sales, the advantages of this technology are clear. For fashion brands looking to stay competitive and future-proof their retail strategy, adopting AI-powered virtual try-on is essential.

Ready to take your fashion business to the next level? 

Discover how Ayna’s Fashion API leads to the future of fashion ecommerce in action.