What Is Virtual Try-On & How to Use It For Your Online Shop

Introduction

Imagine a shopper hesitating over a new pair of sunglasses, not sure how they'll look on their face, not sure if the frame is too wide, the color too bold. 

Now imagine that same shopper taps a button, turns on their phone camera, and within seconds sees the glasses perfectly mapped onto their face, adjusting in real time as they move.

That’s not the future. That’s happening right now, it's called virtual try-on technology.

Over the past few years, virtual try-on platforms have shifted from novelty to necessity. What began as a sleek marketing feature for beauty brands and luxury retailers has evolved into a full-blown transformation of the online shopping experience.

From lipstick to loafers, from jewelry to jackets, customers are demanding the ability to “see how it looks on you” before they click “Buy Now.”

And retailers are listening. The data backs it up: according to Shopify’s 2024 eCommerce Report, merchants using AR try-on solutions observed a 94% greater conversion rate than those with static images alone. Even more telling? Stores using virtual fitting room software experienced a 25% drop in return rates, directly impacting their bottom line.

This guide explores how virtual try-on works, why it’s changing the eCommerce game, and how business owners, developers, and shoppers alike can make the most of this powerful shift.

What Are Virtual Try-Ons and How Do They Work?

At its core, a virtual try-on is a digital tool that lets customers visualize how a product would look on them, whether it’s a lipstick shade on their lips, a ring on their hand, or a blazer on their shoulders, before buying it online. 

It delivers a “try-before-you-buy” experience without requiring a fitting room, a retail associate, or even a physical product.

How does it actually work?

Most virtual try-on apps rely on a blend of augmented reality (AR) and computer vision, enhanced by machine learning algorithms that can detect, map, and interpret facial and body features in real time. 

For fashion retailers, this often involves 3D modeling garments and layering them over the customer’s image using body tracking. 

In cosmetics, tools like L’Oréal’s ModiFace use facial recognition and real-time rendering to simulate how makeup products will appear under different lighting conditions and angles.

For developers, integration can range from a basic WebAR embed to complex systems using virtual try-on SDKs for mobile apps, depending on the platform and desired functionality. Tools like ARKit (Apple) and ARCore (Google) are commonly used to power these features, often with frameworks like Unity 3D or Three.js for immersive rendering.

And it’s not just about looking good, it’s also about shopping smarter. 

By giving customers a digital fitting experience that feels personal, precise, and instant, these tools dramatically reduce shopping uncertainty, improve the online shopping experience, and increase customer confidence.

Why Virtual Try-Ons Are Changing eCommerce

Online shopping has always come with one major flaw: you can’t try anything on.

That single limitation leads to a ripple effect of friction: hesitant customers, abandoned carts, excessive returns, and disappointing unboxings. But virtual try-on technology flips the script. It bridges the sensory gap between digital and physical retail, turning guesswork into confidence and browsers into buyers.

For fashion brands, this means offering a virtual clothing fitting room that not only showcases style but gets the sizing right, thanks to AI-powered virtual try-on development that factors in body proportions and motion. 

For the beauty industry, it’s about empowering customers to experiment boldly using virtual makeup try-on app development tools like Perfect Corp or Banuba. 

Even jewelry retailers are investing in virtual jewelry try-on tech to help customers see every sparkle from every angle.

The results? Speak for themselves. Warby Parker’s virtual eyewear try-on technology helped slash product return rates and became a signature feature of their digital-first strategy. 

Sephora reported a 200% increase in user engagement after rolling out its AR-powered beauty tool. These aren’t just flashy features—they’re core to customer engagement, conversion optimization, and return reduction.

And here's where the ROI gets serious: Retailers implementing virtual try-on platforms report:

• Up to 40% increase in time spent on site
• 2–3x lift in average order value when paired with upselling algorithms
• Improved customer satisfaction scores through more personalized journeys

For modern eCommerce brands, buying virtual try-on technology isn’t just keeping up—it’s staying relevant.

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Real Examples of Brands Using Virtual Try-Ons Successfully

Beauty & Cosmetics

Sephora Virtual Artist

Few companies have embraced beauty tech as boldly as Sephora. Their Virtual Artist, developed in collaboration with PulpoAR (a subsidiary of The Glimpse Group), allows customers to try on thousands of makeup products using just a smartphone camera or webcam.The Results? A 35% increase in online makeup sales, proving just how powerful “try-before-you-buy” can be when the experience is realistic and responsive.

Under the hood, Sephora’s virtual makeup try-on app combines facial recognition, real-time rendering, and advanced machine learning to deliver ultra-precise virtual applications from eyeliner to lip stains.

“Our AR features help users feel more confident in their purchase decisions, especially for bold colors they might not try in-store.” : PulpoAR, The Glimpse Group Case Study.

L’Oréal

As one of the earliest adopters of AR-powered shopping, L’Oréal integrated ModiFace into its suite of brands, including Maybelline and Lancôme. Their investment in virtual try-on technology was a strategic play to win trust in the highly subjective world of cosmetics.

With solutions spanning from virtual try-on SDKs for mobile apps to webAR integrations, L’Oréal is an example of how legacy brands can lead in digital innovation.

Fashion & Eyewear

Warby Parker

Eyewear was once a category no one imagined buying online. Warby Parker flipped the narrative. By building a virtual eyewear try-on technology directly into its mobile app, they turned hesitation into confidence.

Using augmented reality and real-time 3D modeling, customers can see how frames fit and move with their face—a subtle but critical experience in driving sales.

“We wanted the experience to feel like standing in front of a mirror, but smarter.” — Warby Parker, via Shopify India.

Their innovation didn’t just enhance the digital fitting experience, it revolutionized the eyewear industry.

Rebecca Minkoff

Fashion icon Rebecca Minkoff embraced AR try-ons as part of a broader tech-forward vision. Her brand offers immersive product views, letting users explore textures, colors, and how items drape, all from home.

This move is both aesthetic and strategic. As noted in Practical Ecommerce, these experiences increase customer confidence and significantly reduce online returns, especially for high-ticket apparel items.

Dior

Luxury meets innovation at Dior, which uses AR try-on platforms to elevate the digital shopping experience. Their implementation goes beyond gimmicks—it’s about storytelling and brand immersion. Think “interactive product demonstration”, not static catalog.

Their adoption of virtual clothing fitting room software aligns with a growing trend among premium fashion houses aiming to personalize shopping journeys without sacrificing brand integrity.

Luxury Goods

Valentino

In May 2024, Valentino became the first luxury brand to bring virtual bag try-ons to their eCommerce site. Partnering with Wanna Fashion (via Wannaby Inc.), they launched an immersive experience that lets users digitally sling the iconic VSLING bag over their shoulder using only a smartphone.

By offering a digital fitting experience for luxury handbags, Valentino taps into mobile commerce without losing the elegance of the boutique experience.

TAG Heuer

This watchmaker’s virtual try-on technology is a perfect blend of precision engineering and customer-centric design. With a clean interface and seamless AR execution, shoppers can view timepieces on their wrist before they buy, helping increase conversion rates and minimize return costs.

"Luxury customers want confidence before commitment. This gives them that." — DesignRush, 2025 AI Tools Review

Baume & Mercier

Their Riviera Virtual Try-On system uses a simple but effective method: scan your wrist, choose a watch, and watch it appear in real-time product visualization. Available via mobile app, it demonstrates the elegant intersection of e-commerce solutions and user experience excellence.

Rolex & Omega

Even titans like Rolex and Omega have entered the arena. Partnering with Chrono24, they offer a virtual showroom where users can view watches on their wrist using AR try-on solutions. For high-trust purchases like luxury watches, this technology reduces friction and increases emotional buy-in.

Sports & Athletic Wear

Nike

Nike isn’t just selling sneakers—they’re selling experiences. By integrating virtual footwear try-on into their shopping app, Nike enhances sizing accuracy and boosts engagement.

The implementation of AI-powered virtual try-on development supports their broader goals around digital transformation and omnichannel excellence.

Adidas

Adidas, too, uses augmented reality virtual fitting room implementation to help buyers make more confident footwear choices. Their tech doesn’t just show the shoe—it responds to motion, angle, and lighting, creating a realistic product visualization.

Jewelry & Diamonds

De Beers

De Beers took things a step further by using 3D tracking technology to highlight the brilliance of its Forevermark diamonds. With a few taps, users can see how rings sparkle on their hand, without ever setting foot in a store.

The brand’s success proves that virtual jewelry try-on for eCommerce websites isn’t just viable—it’s desirable, especially for buyers seeking assurance before making emotionally-driven, high-value purchases.

Numbers Don’t Lie: Virtual Try-Ons’ Success 

When it comes to AR try-on solutions, the proof isn’t just in the pixel—it’s in the profit. Let’s break down why brands and developers alike are racing to buy virtual try-on technology and how it’s rewriting the e-commerce playbook across every metric that matters.

Market Size Explosion

In 2024, virtual fitting room software is already a $5.71 billion market—but hold on, because projections put it at $25.11 billion by 2032. That’s not a trend; that’s a tidal wave.

And zooming in more specifically, the virtual try-on platform market itself is forecasted to grow from $1.2 billion in 2024 to $4.5 billion by 2033, surging with a CAGR of 16.5%.

Translation: If you're in fashion, beauty, or luxury and you’re not exploring AR yet, you're leaving future money on the table.

Sources: ViewIt3D Analysis, Verified Market Reports

Conversion Performance

If you need a stat to justify investing in a virtual try-on app, here it is: Products with AR experiences convert 94% higher than those without. Yes, you read that right—94%.

This is the kind of performance CRO (Conversion Rate Optimization) dreams are made of. Whether it’s virtual eyewear try-on technology or virtual clothing fitting rooms for fashion brands, adding interactivity directly correlates with action.

Source: EMB Global Blog

Market Adoption Opportunity

Here’s the kicker—only 1% of online retailers currently use AR. That’s not saturation; that’s white space.

Gartner predicts that by the end of 2023, a quarter of all global e-commerce transactions will involve AR tech like virtual try-before-you-buy features. That window of early adoption won’t stay open forever—those who act now are the ones who reduce shopping uncertainty and gain a serious competitive edge.

Sources: ViewIt3D, EMB Global Blog

Returns Problem Scale

Returns are the billion-dollar leak in e-commerce.

In 2023 alone, the online apparel and footwear sector saw a 24.4% return rate, amounting to $38 billion in returned products. (Ouch.)

With return-related losses expected to reach $1.4 trillion globally by 2025, smart brands are tapping into virtual try-on ROI for fashion ecommerce as a defensive strategy. Why? Because virtual fitting room software helps consumers choose the right size the first time—fewer wrong sizes, fewer abandoned carts, and fewer return labels clogging up your logistics dashboard.

Sources: The Interline (Coresight Research), Mailmodo (Gitnux)

Investment Returns

As one recent industry analysis put it:

“The ROI on virtual try-on tech is essentially unquestionable at this point.”

And they’re not exaggerating. Brands that integrate AR-powered shopping tools into their funnel and pair them with dedicated CRO strategies have seen up to 223% average ROI.

This isn’t just about tech for tech’s sake, it’s about enhancing the user experience, streamlining decision-making, and increasing revenue-per-visitor.

Sources: ViewIt3D, OptinMonster

E-commerce Expansion = AR’s Playground

Lastly, let’s not forget the macro view: e-commerce is projected to hit 24.5% of all global retail sales by 2025. That’s a lot of traffic looking for frictionless, confident online shopping experiences.

And the CRO software market itself (the toolkit that includes virtual try-ons) is expected to climb from $3.01B in 2019 to $5.07B by 2025. The momentum is undeniable.

Sources: Meteorspace, WordStream

Drawbacks of Virtual Try-On Tech

Virtual try-ons might feel like the future—and in many ways, they are—but the path to AR-powered shopping isn’t all sunshine and conversions. Just like any tech innovation, the virtual try-on platform landscape comes with trade-offs. Let’s unpack the key challenges so you can move forward with clarity, not just hype.

Technical Complexity & Implementation Barriers

How does virtual try-on technology work for fashion? Well, it’s not magic—it’s a cocktail of computer vision, machine learning, 3D modeling, and in many cases, real-time rendering layered through frameworks like ARKit, ARCore, or WebAR.

That means:

• You’ll need solid device compatibility testing (iOS vs. Android, desktop vs. mobile).
• You might need to buy virtual try-on technology or hire specialists for AI-powered virtual try-on development.
• Integration into platforms like Shopify or Magento may require custom coding, especially if you're working with a virtual try-on SDK for mobile apps.

Translation for developers: You’re looking at APIs, real-time rendering engines (e.g., Three.js), and possibly juggling latency and load-time trade-offs.

For brands with limited dev resources or no in-house AR team, this isn’t a plug-and-play journey, it’s an investment.

High Upfront Costs

Let’s talk money. While long-term virtual try-on ROI for fashion ecommerce can be impressive, the short-term cost isn’t small.

Costs vary widely:

• Virtual makeup try-on app development cost ranges from $30,000 to over $100,000 for feature-rich, cross-platform apps.
• Creating a virtual clothing fitting room for fashion brands with accurate body tracking and size simulation? Easily six figures, especially if you’re aiming for enterprise-grade performance.
• Off-the-shelf AR try-on solutions may seem affordable at first, but recurring licensing fees and integration costs stack up quickly.

Pro tip for business owners: Vet vendors carefully. Ask about hidden fees, feature limitations, and customization flexibility before you sign.

Accuracy Still Isn’t Perfect

Here’s a truth that vendors don’t always spotlight: virtual footwear try-on accuracy rates and even virtual eyewear try-on technology comparisons show that results vary—sometimes a lot.

Why?

• Facial recognition and body tracking are great... until someone’s lighting is poor or their phone lacks depth sensors.
• Most virtual try-before-you-buy tools simulate the look, not always the fit. That can lead to consumer frustration if expectations aren’t managed.
• Variability in device specs (low-end Androids vs iPhones with LiDAR) impacts experience quality.

Expectation management is key. A “perfect fit guarantee” still needs to be backed up by realistic product visualization and clear sizing policies.

Data Privacy & Security Concerns

You’re dealing with facial scans, body measurements, and sometimes biometric data. Consumers are rightly cautious.

If your virtual try-on app or virtual fitting room software collects user images, you’ll need to:

• Clearly communicate how data is stored and used
• Comply with privacy rules such as GDPR and CCPA.
• Offer opt-outs and transparent privacy policies

For brands using third-party virtual try-on platforms, this also means due diligence on your vendors’ security protocols.

Privacy is the new UX. A bad privacy experience undermines even the slickest AR demo.

User Adoption Isn’t Instant

Despite the buzz, not everyone is ready to embrace AR. Some consumers are hesitant to grant camera permissions. Others may struggle to understand how to use the feature, or simply don’t trust it yet.

Research shows that:

• Many users abandon AR-powered shopping tools if they’re slow to load or unintuitive.
• If the immersive shopping experience isn’t smoother than static product photos, users will default to what they know.

Lesson for UX teams: Make onboarding seamless. Include tooltips, previews, and fallback options for lower-end devices.

How Shop Owners Can Implement Virtual Try-Ons Now

So you’ve seen the buzz. Brands like Warby Parker, Nike, and L’Oréal are turning heads with immersive, AR-powered shopping experiences—and you're thinking, "How can my store do that?"

Here’s the good news: You don’t need to be a tech giant to offer a virtual try-before-you-buy experience. Whether you're a Shopify merchant selling stylish sunglasses or a cosmetics brand looking to recreate the virtual makeup try-on app magic, there’s a clear roadmap to follow.

Let’s break it down:

Step 1: Decide Your Try-On Use Case

Before touching a single line of code or buying a virtual try-on app, get specific: What are you letting customers try on?

• Clothing or shoes? You'll need virtual clothing fitting room tech with advanced body tracking and possibly size recommendations.
• Jewelry or eyewear? Look into virtual jewelry try-on for ecommerce websites or virtual eyewear try-on technology that uses facial recognition.
• Makeup or skincare? Consider AI-powered virtual try-on development focused on real-time product visualization for faces.

Pro tip: Clarity at this stage helps you avoid bloated tools that do everything... poorly.

Step 2: Choose the Right Virtual Try-On Platform

Not all AR try-on solutions are built the same. Here’s what to look for when picking your tech partner:

1. Compatibility with your e-commerce platform
Look for plug-ins or apps designed for Shopify, Magento, WooCommerce, or BigCommerce. Providers like Zakeke, Banuba, and Perfect Corp offer plug-and-play solutions for fashion and beauty verticals.

2. Technology stack
Ask what’s under the hood—WebAR, Unity 3D, ARKit, or ARCore. You’ll want something that performs well on mobile and doesn’t lag.

3. Try-before-you-buy features
Make sure it supports realistic product visualization, not just static overlays. Bonus points for interactive product demonstrations and real-time rendering.

4. Pricing transparency
Ask for the full picture: licensing fees, API limits, storage costs, and any extras tied to usage or customization.

Ethos insight: Brands like Gucci and L’Oréal use ModiFace and Wanna Fashion—leaders in scalable, high-accuracy solutions. Look to these industry pioneers when evaluating vendors.

Step 3: Integration & Development

You’ve picked a tool. Now what?

No-code options:
If you're using Shopify, some virtual fitting room software comes as apps with easy installation (think drag-and-drop). Ideal for startups and solopreneurs.

Low-code / API-driven tools:
For more customization, work with tools that offer a virtual try-on SDK for mobile apps or web integrations using TensorFlow, OpenCV, or Three.js. This allows for deeper integration into your brand’s unique UX.

Need help?
Hire a developer experienced in AR implementation or consult agencies that specialize in fashion technology or beauty tech.

Step 4: Test for User Experience & Accuracy

Before launch, test like your business depends on it—because it does.

• Does the AR load quickly?
• Does it work across iPhones, Androids, tablets, and desktop browsers?
• Are body/face scans accurate across different skin tones and lighting conditions?

A clunky try-on tool will backfire. Virtual try-on customer satisfaction statistics are directly tied to speed, ease of use, and perceived accuracy.

Logos reality: A bad UX can increase return rates if customers feel misled. But a good one? It can reduce online returns by up to 30%, according to data from Perfect Corp.

Step 5: Launch With Storytelling, Not Just Features

You didn’t just install a new feature—you’ve changed the customer experience.

Use email, social media, and on-site banners to show off the new experience:

• “Try it on before you buy—right from your phone”
• “Find your perfect fit with our new digital fitting experience.”
• “Shopping just got smarter: AR try-on now available”

Let customers know the tech is there for them—to increase confidence, reduce shopping uncertainty, and make their journey personal.

Step 6: Track Performance & Iterate

Once live, measure what matters:

• Engagement metrics: How many visitors use the try-on?
• Conversion rate lift: Are try-on users more likely to buy?
• Return rate delta: Has your virtual try-on platform helped minimize return costs?
• Time on page/site: Is your AR experience making people stick around longer?

Use A/B testing to compare standard PDPs vs. try-on-enabled ones. Tweak based on insights, not assumptions.

Real-world ROI: Shopify merchants using 3D/AR tools see a 94% higher conversion rate on average, according to Shopify's internal data.

Conclusion

Virtual try-on technology is no longer futuristic. It’s foundational. From virtual fitting room software to AR try-on solutions, it's changing how customers shop by delivering confidence, clarity, and convenience.

Yes, implementation has its challenges: costs, tech requirements, and accuracy concerns. But the payoff is real: higher conversion rates, fewer returns, and stronger customer engagement. Giants like Sephora, Nike, and Warby Parker are already proving their value.

Whether you're a retailer, developer, or just curious, now is the time to explore virtual try-before-you-buy solutions and buy virtual try-on technology that fits your brand.

The future of e-commerce is interactive. Are you ready to let your customers see how it looks on them, before they click “buy”?