8 Benefits of Virtual Try-On for Online Shopping

Online shopping is convenient, but it often leaves you wondering if a product will fit or look right. Virtual try-on technology solves this by letting you preview items like clothes, makeup, or eyewear using augmented reality (AR) and artificial intelligence (AI). This tool helps reduce returns, boosts confidence, and makes shopping more personal. Here's what you need to know:

• Better Purchase Confidence: See how items fit and look before buying, leading to faster decisions and fewer abandoned carts.

• Personalized Shopping: AI tailors recommendations based on your body type, measurements, and style preferences.

• Fewer Returns: Fit issues cause most returns. Virtual try-ons cut these by up to 30%, saving money for shoppers and retailers.

• Higher Sales: Conversion rates can jump by 40% with these tools, and shoppers often spend more per order.

• Time Savings: Skip crowded malls and try dozens of products in minutes from home.

• Realistic Previews: Advanced tech shows how items fit, move, and look on diverse body types.

• Social Media Sharing: Share virtual looks online to get feedback or show off purchases, increasing brand visibility.

• Lower Costs: Fewer returns mean less wasted time and money for everyone.

Virtual try-on is reshaping e-commerce by making online shopping easier, more accurate, and less risky. Both shoppers and retailers benefit from this fast-growing technology.

Fashion Tech Talks! I Tried Every Virtual Fitting App. AI & AR Virtual Try-On review.

1. Better Purchase Confidence

One of the biggest hurdles in online shopping is the inability to physically try on items before buying. Virtual try-on technology bridges this gap by offering a realistic preview of how clothes will look and fit on your body.

This technology works by analyzing both the human body and the characteristics of clothing materials. Take Google's virtual try-on feature, for instance. With just a tap on the "try it on" icon while browsing, you can upload a full-length photo and instantly see how a maxi dress or shirt drapes on you. This instant visualization builds trust and helps shoppers make quicker decisions.

Being able to see how an item fits in real time boosts confidence and encourages faster purchases. In fact, studies show that conversion rates jump by 9% when virtual try-on features are available. This interactive experience also lets customers mix and match new pieces with their existing wardrobe, turning online shopping into a more engaging and tailored experience.

Retailers using this technology have seen clear benefits: fewer abandoned carts and more confident buyers. FARFETCH, for example, has noted a surge in sales for items featuring virtual try-on options, while Allbirds has received glowing feedback for its at-home try-on feature.

BetterMirror takes this concept even further. By using AI-powered virtual try-on previews, they help shoppers visualize not just how clothes look, but also how they fit and move on their unique body shape. This eliminates much of the uncertainty that often causes hesitation or abandoned carts, giving customers the confidence to click "buy."

2. Customized Shopping Experience

Virtual try-on technology is transforming online shopping into a more personalized journey, catering to each shopper's unique body type, measurements, and style preferences. Unlike the traditional reliance on generic size charts, AI steps in to analyze individual body proportions, delivering recommendations that feel like they were made just for you. This shift is all about precision - offering better fits and tailored suggestions.

At the heart of this personalization is advanced body measurement analysis. Modern virtual try-on systems can estimate key measurements from simple 2D images. Some platforms go a step further, using just two smartphone photos to create a detailed 3D digital avatar. By 2025, these photo-based systems were shown to achieve a measurement accuracy within 1–2 cm (approximately 0.4–0.8 inches) of manual methods for critical dimensions. That’s pretty impressive, considering how much guesswork it removes from online shopping.

But it’s not just about measurements - it’s also about preferences. Virtual try-on technology learns what you like. In fact, by 2025, individual fit preferences accounted for about 30% of the variation in fit satisfaction. These systems analyze user behavior, like the styles you explore most or the fits you repeatedly choose, to fine-tune recommendations over time.

Style preferences are another layer of customization. The technology can predict what you’ll love by analyzing past try-on sessions, purchase history, body proportions, and even color compatibility. For example, when trying on eyewear, the system considers details like your facial structure, nose bridge height, and head width to suggest frames that suit you best.

This level of personalization isn’t just theoretical - it’s making a real impact. Take Zalando’s enhanced virtual fitting room as a case in point. Customers could create 3D avatars based on their exact body measurements, which led to a remarkable reduction in return rates by up to 40% during early testing. According to Zalando’s Vice President of Size and Fit, nearly half of the customers tried multiple sizes on their avatars, showing how engaging and practical this technology can be.

Another standout example is BetterMirror, which uses AI to offer virtual try-on previews tailored to each shopper’s body shape and movement. By delivering customized recommendations, it boosts buyer confidence and makes the shopping experience feel uniquely personal.

3. Fewer Product Returns

Product returns can be a big headache for both shoppers and retailers. In 2023, online returns cost retailers a staggering $744 billion, with fashion leading the charge - return rates for online clothing purchases hit 30–40%, compared to just 8–10% for in-store buys. The main culprit? Fit issues, which account for 70–80% of these returns.

Virtual try-on technology is stepping in to tackle this problem. By allowing customers to see how items will look and fit before they make a purchase, it significantly reduces the chances of returns. In fact, up to 66% of shoppers who use augmented reality (AR) tools are less likely to return a product.

The financial impact for retailers is enormous. Handling a single return costs between $10 and $20 (not including shipping) and can eat up 20% to 70% of the original sale price. With virtual try-on reducing return rates by up to 30%, retailers can save a substantial amount of money.

The results speak for themselves. Fytted, a virtual fitting room app, uses customer photos, measurements, and brand size charts to provide an accurate preview of how clothing will look. This technology has cut clothing returns by 40%.

"Over 50% of all clothing returns are due to sizing and fit inconsistencies. By providing users with a highly accurate, virtual try-on experience, we significantly reduce the risk of returns. This not only improves the bottom line for retailers but also enhances customer satisfaction. We're bringing the in-store experience into the digital age." - Olivia Dicopoulos, Chief Creative Officer and Cofounder of Fytted

Another success story comes from an international apparel brand that implemented an AI-driven size recommendation tool. The result? An impressive 80% reduction in returns, thanks to increased customer confidence in choosing the right size.

Virtual try-on also addresses "bracketing", a common practice where shoppers order multiple sizes of the same item and return all but one. By eliminating this behavior, retailers save both time and money while streamlining the shopping experience.

4. Higher Sales Conversion Rates

Virtual try-on technology has a knack for turning casual shoppers into committed buyers. By letting customers see exactly how a product will look or work for them, it eliminates the uncertainty that often stops people from clicking "add to cart." This instant visual validation removes the guesswork, making online shopping feel far more personal and reliable.

Retailers have seen impressive results: a 40% increase in conversion rates and a 20% bump in average order value when using augmented reality (AR) and artificial intelligence (AI) tools. Kevin Nicholas, CMO of Growth Marketing, highlights the impact:

"AR, coupled with AI, makes for a highly personalized shopping experience... This reduces the uncertainty and hesitation often accompanying online shopping and increases customer confidence in their purchases. We often see an increase in e-commerce basket size, add-on purchases, and conversion rates with AR/AI."

Real-world examples make the case even stronger. Sephora's Virtual Artist app, launched in 2016, allowed users to virtually try on makeup through facial recognition. By 2022, the app had quadrupled online sales, with customers testing over 200 million shades and using the feature more than 8.5 million times.

Another standout example is Avon Products. Their virtual try-on technology led to a staggering 320% increase in conversions and a 33% rise in average order value.

These tools don’t just drive immediate sales - they help build lasting customer loyalty. When shoppers feel confident about their purchases, they’re more likely to complete transactions and stick with brands that make their experience easier. In fact, 70% of users report feeling more loyal to companies offering AR try-on features.

Virtual try-on also encourages bigger orders. By letting customers experiment with combinations - like pairing makeup shades or mixing and matching outfits - it naturally leads to higher order values.

To truly capitalize on this technology, integrate virtual try-on features directly into product pages and marketing campaigns. It’s a powerful way to break down the barriers of online shopping, boosting both customer satisfaction and business performance.

5. Time and Effort Savings

Virtual try-on technology takes the hassle out of in-store shopping, offering a convenient alternative that fits perfectly into busy lives. With just a few clicks, shoppers can test products from the comfort of their homes, skipping the chaos of crowded malls and long lines altogether.

This technology doesn't just make shopping easier - it saves a ton of time. Think about it: trying out 20 lipsticks at a physical store might take an hour, but with a virtual fitting room, you can do the same in under 10 minutes. A 2023 Statista study even found that 68% of shoppers using augmented reality (AR) try-on tools reported saving significant time compared to traditional in-store visits.

"Virtual try-on eliminates the need to travel to stores, wait in lines, or navigate crowded malls. You can try dozens of products in minutes from anywhere." – Qyqucyso, Author

Virtual try-ons also make comparing products across multiple brands a breeze - no more running from store to store. This streamlined approach not only saves time but also boosts confidence in making the right purchase.

AI-powered virtual try-ons take it a step further by tailoring recommendations to individual features and preferences. This personalization helps cut down on returns and the hassle of repackaging.

Brands like Nike and ASOS have showcased how effective this technology can be. Nike Fit, for instance, uses smartphone cameras to scan users' feet, providing precise shoe size recommendations and reducing the chances of size-related returns. Meanwhile, ASOS’s "See My Fit" feature allows shoppers to view clothing on models with similar body shapes and sizes, making it easier to visualize how items will look.

6. Accurate Product Visualization

Virtual try-on technology brings shopping to life by offering interactive, lifelike previews of how clothing fits, moves, and looks on various body types and sizes. These previews use cutting-edge tech to deliver an experience that feels almost like trying on the item in person.

Leveraging augmented reality (AR), artificial intelligence (AI), and computer vision, this technology digitally renders garments in real time. It adapts to your body, accounting for lighting, movement, and unique features. Platforms can even simulate how fabrics drape, stretch, and reflect textures under different lighting conditions.

"Virtual try-on technology employs computer vision, machine learning, and augmented reality technology to enable customers to visualize how products like clothing, eyewear, or makeup will look on them without needing to physically try them on." – Andrew Makarov, Solution Architect

This technology also addresses a major gap in online shopping: representation. A significant 42% of online shoppers feel underrepresented by typical model images, and 59% report dissatisfaction when items look different on them than expected. Virtual try-ons tackle this issue by offering avatars that better reflect diverse body types, helping shoppers see how products will look on someone like them.

Behind the scenes, AI works hard to enhance the experience. It analyzes past try-on behavior, purchase history, feedback, and physical proportions to fine-tune recommendations. It even dives into material details - like the texture of silk or the softness of cotton - while ensuring colors are accurately represented.

Retailers are already reaping the rewards. For example, Eileen Fisher saw a 93% boost in conversions and a 134% increase in pages viewed per session after introducing a virtual try-on mix-and-match tool.

The tech goes further by ensuring garments maintain geometric consistency - aligning with the body in any pose - and semantic consistency, preserving key details like style, color, and texture during movement. Advanced tools like AI texture mapping, fabric simulation, pose estimation, and 3D body mapping make these previews so realistic that they inspire confidence similar to trying items on in a store.

7. Social Media Integration

Virtual try-on technology takes shopping from a solo activity to a shared experience by letting customers post their virtual looks instantly on platforms like Instagram, Facebook, and TikTok. This instant sharing mirrors the kind of feedback shoppers might get from friends in-store, boosting confidence in their purchase decisions. At the same time, it increases brand visibility and builds trust through accurate product visuals and tailored recommendations.

The impact is clear. Over 40% of users say they're more likely to share an augmented reality (AR) experience on social media compared to other branded content. Each share acts as free advertising, exposing the brand to the sharer’s entire network. This ripple effect can significantly amplify reach and engagement.

Take Maybelline Thailand's #SpreadGoodVibes campaign as an example. During the COVID-19 pandemic, the brand partnered with five influencers to showcase three makeup styles using AR filters on Facebook and Instagram. This campaign blended product demos with social engagement, reaching audiences who couldn’t visit physical stores. Another standout example is Off-White's Instagram AR filter, launched during Paris Fashion Week. It allowed users to virtually try on sunglasses from the SS19 collection, letting fashion fans worldwide join in on the excitement without being at the event.

Nearly half of consumers have made purchases directly through social media, and AR-driven marketing can increase sales conversions by up to 94%. Positive feedback on virtual try-on posts from friends often serves as the nudge needed to turn interest into action.

"Snap [...] truly understands how best to communicate through this innovative medium in a creative and interactive way that resonates with our audience... The [AR filter] campaigns we have run so far have been really successful so we are excited to bring this latest experience to our community to enjoy." – Nicola Casey, UK & Ireland Marketing Director, Estee Lauder

Influencers, too, are key players in this space. They can showcase how products look and feel in real-time, offering honest recommendations. This approach moves beyond traditional product placement, creating endorsements that feel more authentic.

The numbers back it up. Instagram Stories with AR filters see higher completion rates than those without, while Facebook AR ads generate up to 30% more interactions compared to standard formats. On TikTok, AR challenges often inspire millions of user-generated videos, driving massive brand exposure.

Retailers can further encourage sharing by introducing branded hashtags or offering incentives like discounts. Each shared virtual try-on becomes a mini advertisement, spreading through trusted social circles and making the recommendation feel more genuine than traditional ads.

8. Lower Costs for Everyone

Reducing returns not only boosts customer satisfaction and conversion rates but also significantly cuts costs for both retailers and consumers. Virtual try-on technology plays a big role here by minimizing returns and associated fees.

For retailers, the financial impact is considerable. Returns eat into profit margins and can pose a real challenge to overall profitability. When shoppers can see how an item will look or fit before buying, return rates drop sharply. This reduction in returns allows retailers to allocate resources to other areas, like improving customer service or pursuing innovation. According to a Narvar report, 76% of returns are due to poor fit.

Shoppers also save money. Without the need to order multiple sizes or colors to find the right match, they avoid extra shipping and return fees. This is especially important in the U.S., where return shipping costs can be high and are not always covered by retailers.

Virtual try-on doesn’t just impact returns; it also streamlines inventory management. Fewer returns mean more accurate inventory tracking and less dependence on expensive reverse logistics. This helps prevent issues like overstocking or running out of stock. By addressing these challenges, virtual try-on supports a smoother shopping experience, aligning with BetterMirror’s focus on customer convenience.

There are also broader, long-term benefits. Happier customers are more likely to return for future purchases and recommend the brand to others, increasing customer lifetime value while lowering acquisition costs. Plus, fewer returns contribute to reducing environmental waste, offering a win-win for businesses and the planet.

Experts suggest that virtual try-on should be seen as a strategic investment rather than a fleeting trend. Early adopters can gain a competitive edge, especially as shoppers increasingly expect these features and show stronger loyalty to brands that provide them.

Conclusion

Virtual try-on technology is tackling some of the biggest hurdles in online shopping. The eight benefits we've covered show how this innovation creates a win-win for both shoppers and retailers, reshaping the e-commerce world in the process.

For shoppers, virtual try-on builds confidence - 78% of users say they feel more certain about their purchases after using it. By eliminating the guesswork around fit and appearance, customers end up more satisfied, which naturally strengthens their loyalty to brands.

For businesses, this confidence boost directly impacts the bottom line. Retailers report conversion rate increases of 15–40% and a 20–30% drop in returns. Major brands have demonstrated that these improvements lead to higher revenue and reduced operational costs.

The personalization offered by virtual try-on also aligns with what today’s consumers expect. With half of shoppers trusting AI to recommend products, businesses can use data from virtual try-on sessions to offer more tailored and relevant experiences. This kind of customization fosters deeper customer relationships and encourages repeat purchases.

Social media has added another layer of opportunity. With 46% of consumers buying products directly through platforms like Instagram or TikTok, the ability to share virtual try-on experiences fuels word-of-mouth marketing that goes beyond traditional ads.

On top of everything else, fewer returns mean fewer wasted resources, appealing to eco-conscious shoppers while helping businesses achieve their sustainability goals.

The technology itself is also advancing. AI-driven personalization is quickly becoming the norm, and 3D body scanning is making virtual experiences even more precise. Retailers who invest in these tools now will be ahead of the curve as customer expectations continue to rise.

As Alexandr Gergardt, Head of the ML department at Onix, puts it:

"Immersive, accurate, and personal. This is the next wave of virtual try-ons."

Virtual try-on doesn’t just make shopping more engaging; it also improves operational efficiency. The evidence is clear - this technology boosts customer satisfaction, drives higher conversion rates, and lowers costs. For online retailers, it’s becoming an indispensable tool to stay competitive.

Looking ahead, virtual try-on is poised to become as essential to online shopping as product photos and reviews are today. Retailers who embrace it now will be best equipped to meet rising consumer demands and succeed in a fast-changing e-commerce landscape.

FAQs

How does virtual try-on technology provide accurate clothing fits for different body types?

Virtual try-on technology leverages advanced artificial intelligence (AI) to evaluate a person’s body measurements - like size, shape, and proportions. This enables the creation of a custom virtual model that mirrors the user’s specific body type.

What’s more, the AI adjusts seamlessly to various poses and movements, providing a realistic glimpse of how clothing would look and fit in everyday scenarios. By blending detailed data analysis with dynamic modeling, these tools make online shopping more precise and help users feel more confident in their choices.

What are the long-term advantages for retailers using virtual try-on technology, especially regarding cost savings and customer loyalty?

Retailers that embrace virtual try-on technology can see meaningful benefits over time. One major advantage is a drop in return rates, which helps cut down on the costs tied to processing and shipping returned items. On top of that, these tools elevate the shopping experience by giving customers the confidence to make more informed purchases, often leading to greater satisfaction and loyalty.

These changes don’t just stop there. Over time, they can drive higher conversion rates and improve customer retention. Plus, by offering a modern and interactive shopping experience tailored to individual preferences, retailers position themselves as leaders in meeting the expectations of today’s online shoppers.

How does virtual try-on technology work with social media to improve shopping experiences and boost brand awareness?

Virtual try-on technology works hand-in-hand with social media, letting users share their try-on experiences directly on platforms like Instagram, Facebook, and TikTok. This creates a ripple effect of organic promotion as people show off products to their followers, sparking curiosity and building trust through genuine user-generated content.

This connection doesn’t just make shopping more engaging and enjoyable - it also helps brands expand their reach. By encouraging users to share their experiences, businesses can amplify engagement, strengthen customer relationships, and drive sales, all while increasing their online presence.

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