Straight to the point
The average online shopping cart abandonment rate online is 70.19%. Clearly, one of the biggest challenges in e-commerce is getting shoppers to complete their purchases.
The slightest friction during the purchasing journey is enough to cause shoppers to abandon their carts, and in the case of shopping for clothing and footwear, there are additional barriers to purchase. When it comes to buying apparel and footwear online, shoppers need to pick out the right size and decide if they’ll like how garments will look on them.
To that end, a number of technologies have been created to improve the online shopping experience and help shoppers get a better idea of what products look like. One such technology is virtual try-on technology, which has become increasingly common in fashion e-commerce.
In this article, we’ll cover what virtual try-on technology is, how it works, and why you should consider implementing it in your online store.
What is virtual try-on technology?
How does virtual try-on technology work?
Why implement a virtual try-on tool into your online store
Bringing the in-person experience online
What is virtual try-on technology?
As the name suggests, virtual try-on technology allows users to virtually try on clothing, accessories, and shoes. In other words, virtual try-on technology helps users visualize what clothing and other items will look like without having to physically try them on.
There are plenty of different tools that use virtual try-on technology to provide a superior online shopping experience. While these tools may differ slightly from one another, the underlying idea is always the same: help shoppers get a better idea of clothing, accessories, shoes, and outfits so they can make more confident purchases.
How does virtual try-on technology work?
Virtual try-on tools work in different ways to help shoppers visualize clothing and outfits while shopping online.
Some tools use augmented reality to superimpose digital images of clothing, shoes, and accessories onto users in real time, allowing them to move around and view pieces from different angles.
Other tools allow users to upload images or videos of themselves, or create 3D avatars that can model different clothing and outfits.
Regardless of the exact technique employed, virtual try-on technology generally involves some mix of machine learning, artificial intelligence, augmented reality, 3D modeling and animation.
Let’s take a quick look at the role these play in virtual try-on technology:
Augmented reality (AR): With access to a device’s cameras and sensors, virtual try-on tools can overlay digital product photos on top of real-world images of users.
3D Modeling: Product images are converted into 3D models and animations that are manipulated to fit users’ face and/or body when superimposed onto their images. Tools that don’t use AR to superimpose product images on users, typically use 3D models and avatars to help shoppers visualize pieces.
Machine learning and computer vision: Machine learning algorithms and computer vision allow virtual try-on tools to analyze, identify, and map users’ face and body to properly adjust product overlays.
Other important aspects to consider are the products that are going to available to try on virtually:
Product representation: Tools need to accurately represent products so customers can properly visualize them. Accurate representation starts with high-quality product photos.
Product catalog: Virtual try-on tools should be compatible with all products in an online store. This is crucial for the success of tools that help customers create different outfits from products in a store’s catalog.
Why implement a virtual try-on tool into your online store
Virtual try-on technology is all about bringing the in-store experience to online shopping, and there are a number of reasons why you should consider implementing it.
Engaging shopping experience
Virtual try-on experiences are a great way to engage shoppers. Whether it’s seeing products in AR, or creating personalized outfits, virtual try-on technology is a fun way to get shoppers to spend more time browsing your store.
Virtual try-on tools can be even more engaging when they allow users to share images and outfits with others. This adds an element of community and encourages new shoppers to browse your store and have their own virtual try-on experience.
More assertive shopping
With a clearer idea of what products look like, shoppers can make more confident purchase decisions. This boosted confidence makes for a more positive shopping experience and increases the likelihood of shoppers being satisfied with their purchases.
Increasing purchase satisfaction also has the added benefit of reducing returns and exchanges. Virtual try-on tools that provide size recommendations further reduce returns and exchanges by helping shoppers order the right size.
More conversions and increased order value
The confidence virtual try-on technology adds to the shopping experience also improves conversion rates and increases average order value.
By addressing the typical concerns of fashion e-commerce, more shoppers will complete their purchases. .
The added exposure to other products in a store’s catalog also helps increase average order value by introducing shoppers to products they wouldn’t have seen otherwise.
Insights and Data
The data generated by virtual try-on tools can be extremely beneficial for an e-commerce store. Data like which products shoppers most engage with, most recommended sizes, and how users interact with tools, can provide useful insights to guide future decisions.
Mix & Match
Our virtual try-on tool, Mix & Match, allows users to mix and match different garments to create unique outfits. Users can save their created outfits and share them with their friends which encourages more traffic to your fashion e-commerce store.
By integrating with Size & Fit, our size recommendation tool, both tools work together to provide a complete online shopping experience where shoppers are exposed to new products, engaged with your store, and purchase the right size.
Mix & Match is easy to integrate into your fashion e-commerce store, with native integration on most major e-commerce platforms.
Bringing the in-person experience online
By recreating the physical shopping experience online, virtual try-on tools are helping create more immersive shopping experiences. If you run a fashion e-commerce store this should be a priority as it will have a significant impact on your store’s performance.
But virtual try-on technology isn’t the only technology changing fashion e-commerce. If you’d like to learn about other technologies in fashion e-commerce, make sure to check out our article about virtual fitting rooms and size recommendation technology.
