RL Pro Exclusive

How Virtual Try-on Tech Is Boosting E-commerce

Elizabeth Christenson
Editor, Retail Leader Pro
Elizabeth Christenson profile picture

Pro Tip: Solving the issue of buying physical products online continues to be a challenge for retailers, but the increased use of virtual try-ons, AI and AR in the shopping process has improved the online experience for consumers — especially in categories that have been traditionally more difficult to shop for online (think beauty or footwear). These solutions also benefit retailers as they look to uncover deeper consumer behavior patterns while shopping.

More retailers are adding virtual try-on technology to their omnichannel shopping experience to show consumers what they would look like in an item of clothing, footwear or an accessory — along with virtually test-driving whiter teeth or new makeup. Without physically trying it on, consumers are now able to test out a host of products thanks to advancements in virtual and augmented reality tools.

JC Penney

Some recent retailers’ and brands’ virtual-try on experiences include:

  • JCPenney: The new JCPenney Skincare Advisor uses Revieve's Skin Diagnostics technology and artificial intelligence (AI)-powered product recommendations to provide consumers with a personalized skincare routine based on a selfie.
  • Colgate: Colgate-Palmolive Co.’s Colgate brand partnered with Perfect Corp. to develop an augmented reality (AR)-powered tool that simulates tooth whitening results that may be achieved after using the Colgate Optic White Overnight Teeth Whitening Pen after two weeks of use.
  • Walmart: Last year, the mass merchant acquired Zeekit, and this year has released Choose My Model, which allows consumers to view apparel on a section of more than 50 models, and Be Your Own Model, which offers consumer the opportunity to upload full-body images of themselves to the Walmart app and virtually try on more than 270,000 apparel items. 
  • Amazon: This year, the retailer introduced Virtual Try-On for shoes, allowing consumers to see how footwear will look on themselves from every angle accessed via the Amazon shopping app.

AI and AR take the guesswork out of fashion and beauty shopping experiences, while empowering consumers to feel more confident about their purchasing decisions. Through AI technology, consumers can receive personalized recommendations for all of their fashion and beauty needs.

“AI is transforming the consumer experience and increasing customer satisfaction by offering convenient, personalized ways for consumers to experiment with products and find the items best fit for their personal style,” says Perfect Corp.’s CEO and Founder Alice Chang.

Retail Leader Pro logo


LIMITED RISK-FREE OFFER: Become a member today and receive complimentary access for the first 14 days.



    Billed each month



    Billed annually