Product Updates
June Product Release Announcements
Citations, Student Pricing, Chat History, Suggested Prompts, Copilot Improvements. It's been a bumper June!
Antonio de Perio
July 3, 2024
Virtual Try-On in E-Commerce: A Research Summary
8
min. read
February 12, 2025
Virtual try-on (VTO) technology is transforming online shopping by helping users visualize products before buying. In 2023, the market hit $9.17 billion, with a projected 26.4% annual growth through 2030. Here's why VTO is making an impact:
- Boosts Sales: Retailers report up to a 30% increase in conversions and 20-30% fewer returns.
- Improves Engagement: AR try-ons lead to a 200% rise in user interaction and 40% higher click-through rates.
- Reduces Costs: Return-related expenses drop significantly, saving billions annually.
- Privacy Concerns: While 42% of users hesitate to share data, secure local processing builds trust.
Key technologies like AR, AI, and 3D modeling make VTO possible, with brands like Warby Parker and Sephora leading the charge. However, challenges like setup costs, scanning accuracy, and device compatibility remain. As VTO integrates into the metaverse and tackles sustainability, it’s set to reshape e-commerce further.
Shopify Virtual Try On
Core Technologies Behind Virtual Try-On
Virtual try-on (VTO) systems are built on a blend of advanced technologies, combining AR, AI, and 3D modeling to deliver an immersive and accurate experience.
AI and AR Systems
At the heart of VTO lies a combination of artificial intelligence and augmented reality. These systems use computer vision algorithms to map facial features and overlay products in real time. Facial landmark detection, capable of tracking up to 72 points on the face with lightning-fast processing, ensures that virtual products are placed precisely where they need to be[1][2]. This is the same technology that powers Warby Parker's personalized eyewear recommendations.
Deep learning also plays a major role in customization. By leveraging optimized infrastructure, VTO platforms ensure smooth rendering and consistent performance across various devices[1][6].
3D Modeling Technology
3D modeling technology has seen massive strides, thanks to photogrammetry techniques. These methods allow for highly detailed body scans using nothing more than a smartphone camera. The introduction of standardized 3D body models has revolutionized avatar creation, cutting down the time needed from 30 minutes to just 45 seconds[6].
To support this, VTO systems rely on tools like edge computing for real-time processing, browser-based AR frameworks for compatibility across devices, and cloud rendering for delivering high-quality visuals.
L'Oréal's ModiFace technology is a prime example of these advancements. It uses differentiable rendering to align virtual cosmetics with subtle facial movements at an impressive 90 frames per second[2]. In fashion, NVIDIA PhysX and position-based dynamics enable clothing simulations that mimic real-world physics with striking accuracy[2][4].
These technologies not only enhance the user experience but also contribute to measurable business outcomes, such as fewer product returns and higher conversion rates. Additionally, robust security measures are in place to address privacy concerns tied to VTO adoption.
Research on Consumer Behavior
Recent research highlights how virtual try-on (VTO) technology influences consumer decisions, addressing key e-commerce challenges like boosting conversions and reducing returns.
User Engagement Metrics
Studies show that VTO features dramatically enhance user engagement. Compared to standard static product views, VTO increases engagement by 200% [1]. Users spend 25% more time exploring products and experience 40% higher click-through rates when augmented reality (AR) tools are available [4].
Sales and Returns Data
VTO technology has a clear impact on sales and return rates. Retailers using VTO solutions report an average 30% increase in sales conversion rates [1][3].
Here’s a snapshot of how VTO influences business metrics:
| Metric | Impact |
|---|---|
| Returns | 20-30% reduction [1][2] |
| Cross-selling Success | 45% increase [3] |
| Unplanned Purchases | 68% of shoppers [1] |
In the sports equipment industry, retailers using 3D body scanning technology have achieved return rates below 10%, far better than the industry average of 17-30% [6].
User Privacy Concerns
Privacy remains a concern, with 42% of users hesitant to share personal measurements [5]. However, solutions like Warby Parker's device-based, local processing methods help build trust. When privacy concerns are addressed, 71% of consumers shop more frequently with AR-enabled retailers, and 61% actively prefer these options [5]. These privacy measures align with earlier discussed security protocols [1][5].
Business Results and Obstacles
Business Performance Results
Earlier sections covered the technical groundwork, but when put into practice, this technology shows both promise and challenges.
Retailers who adopt early are seeing an edge in a market where only 1% of businesses currently use this approach [1]. It's particularly effective in tapping into Gen Z's $360 billion spending power [1][3].
Common Setup Problems
Setting up this technology comes with its share of issues:
- Technical accuracy is a big challenge, with body scanning errors exceeding a 1.35% margin, even when using standard body models [6].
- Material simulation and real-time rendering demand advanced physics engines, making development complex [6].
- Costs can be steep, including:
These technical challenges are further complicated by privacy concerns highlighted in consumer behavior studies. While 70% of shoppers are interested in virtual fitting rooms [1], 25% encounter device compatibility issues [6]. This means retailers must carefully balance user experience with technical solutions to meet consumer expectations effectively.
sbb-itb-2812cee
Future Developments in Virtual Try-On
Metaverse Integration
Virtual Try-On (VTO) technology is moving into the metaverse with cross-platform avatar systems. These systems allow users to carry their fitting preferences across different virtual spaces, creating a seamless experience [1][6].
Luxury brands are leading this shift, with 72% of high-end watch companies already offering AR try-ons compatible with virtual showrooms. Sporting goods brands aren’t far behind, with 68% adoption, using motion capture to test equipment in simulated settings [3][6]. This trend aligns with Gen Z's preference for immersive shopping experiences [1][3].
However, there are hurdles. Bandwidth limitations lead to a 40% drop in texture quality during cross-platform transfers, and only 68% of body measurement data transfers accurately across major platforms, based on 2024 benchmarks [6][4]. These issues echo earlier challenges with body scanning accuracy [6].
Environmental Effects
VTO isn’t just changing shopping - it’s also reducing environmental impact:
| Impact Area | Reduction |
|---|---|
| Emissions from returns | 20-30% |
| Physical sample production | 55-70% |
| Material waste | 30% |
| Improved demand predictions | 45% |
Each virtual try-on emits just 0.3g CO2e, compared to 450g for handling a physical garment [1][3]. However, 3D rendering can increase the carbon footprint by 18%, which tempers some of these benefits [1][3]. Still, the reduced emissions from fewer returns (20-30%) highlight the potential for positive change [1][2].
Emotion Recognition Features
Emotion recognition is adding a new layer of personalization. By combining facial expression analysis using PoseNet optimization with heart rate monitoring, platforms are boosting user engagement [6].
"Prototypes show 18% higher conversion rates when suggesting accessories based on detected excitement levels during virtual trials." [6]
Currently, only 35% of platforms offer real-time data anonymization needed for biometric data collection [2][4]. This gap in compliance is a barrier to wider use. Still, this emotional data builds on earlier findings, which showed a 200% increase in user interaction [1].
Research Tools and Focal Platform
Focal's E-commerce Analysis Tools
With the growing use of Virtual Try-On (VTO) technology, platforms like Focal play a key role in measuring its impact on businesses. By using advanced natural language processing, Focal evaluates how VTO is implemented and tracks its performance across various sources. This helps validate trends like better customer engagement and fewer product returns.
Focal analyzes data from over 120 VTO implementations, enabling businesses to compare their performance with industry benchmarks. Some of the key metrics tracked include:
| Performance Indicator | Industry Benchmark |
|---|---|
| Sales Increase & Return Rate Reduction | 30% increase, 20% fewer returns |
| Virtual Try-on Pass Rate (successful simulations per session) | 90% |
The platform also identifies trends in real time, flagging new advancements when adoption rates surpass 15% in peer-reviewed studies [4].
Data Quality and Rules
To ensure reliable research, Focal uses a multi-step verification process. It assigns weighted credibility scores, giving peer-reviewed studies 2x higher priority than informal sources like blog posts [7].
The system also identifies statistical outliers and follows strict compliance measures to address privacy concerns - especially important since 42% of users express hesitation about sharing measurement data [5]. Focal adheres to ISO/IEC 27001 audit standards [2], ensuring sensitive data, such as facial recognition and body measurements, is handled securely.
This rigorous approach helps mitigate privacy issues while guiding researchers to avoid common mistakes in data analysis and stay compliant with regulations.
Summary and Key Points
Virtual try-on (VTO) technology is making waves in e-commerce, delivering impressive results. Retailers have seen 30% fewer returns and a 320% increase in conversions, even though non-AI systems still face challenges like latency and sizing accuracy within ±2 cm [1][2]. Notably, 40% of users on mid-range smartphones report latency issues, reflecting ongoing technical limitations [2].
Nike's pilot program demonstrated the potential for reducing waste, cutting sample waste by 23% through digital prototyping. However, the process also introduced an 18% rise in carbon footprint due to rendering demands, highlighting the need for greener solutions [1][3].
To tackle measurement concerns, approaches like Warby Parker's local processing show promise. Apparel applications currently rely on 15-point body scans, emphasizing the importance of precision in these systems [6].
With a 26.4% compound annual growth rate (CAGR), VTO technology is gaining traction across industries. As computational power improves and more users embrace it, VTO is poised to become a core element of e-commerce strategies, driving further advancements in both technical capabilities and consumer engagement.
FAQs
What is the impact of virtual fitting room technology on consumers' online purchase intentions?
Virtual fitting rooms help increase purchase confidence by addressing perceived risks. Research shows that they lead to a 45% boost in buyer confidence and 60% less hesitation during checkout [1][4]. Retailers also benefit, reporting 20-30% fewer returns and 33% higher order values in categories like cosmetics. However, challenges remain, such as a 1.35% error rate in body scanning systems [6].
The technology's success lies in its ability to provide real-time visualization and reduce uncertainty, as discussed earlier. Despite these advantages, some consumers still hesitate due to ongoing concerns about sizing accuracy [4][5]. These issues are tied to technical limitations, like the performance error in 3D body scanning systems that affects material simulation accuracy [6].
For these confidence gains to continue, accurate measurement standards (as explored in Core Technologies) and strong privacy protections (highlighted in User Behavior Research) are essential for maintaining trust and adoption.
