How the new ASOS ‘See My Fit’ filter shows a shift from marketing gimmicks to ecommerce upgrade.

ASOS has just launched a new feature on their app and website called ‘See My Fit’ which allows shoppers to see what their clothing will look like on a range of different body types. When used, this feature will enable customers to view a product on one of sixteen models who range from sizes 4 to 8 and in height from 5’1” to 5’9”. With the introduction of this tool, consumers will now be able to view a product in a way that better reflects their body type and help them make more informed purchase decisions. 

Created in collaboration with Israeli AR company Zeekit, this news has brought attention to the growing trend of ecommerce brands utilising new technologies to create a unique shopping experience for their customers. While ASOS is only trialling this feature for six weeks before deciding whether to have it as a permanent part of their ecommerce offering, this is not the first time that they have utilised AR to give their customer’s a unique shopping experience. Back in June 2019, ASOS also tested a virtual catwalk AR experience which allowed customers to view models as if they were walking in the room with them. 

Ecommerce is embracing new technologies

It’s not just ASOS that have been using augmented reality and new technologies to offer their customers engaging online shopping experiences! Other examples include Adidas who launched a ‘virtual try-on’ which gave users the ability to activate an AR feature in the Adidas app that generated an accurately rendered image of their Aplhaedge 4D running shoes, scaled to fit the user’s exact foot size. A similar tool was also launched by Gucci which gave users of their app the ability to try on their shoes and headwear.

Our client, 304, has also introduced a new tool to assist users when making purchase decisions on their website. ‘Try On’ with FORMA is an app that can be added to your Shopify store and offers customers photorealistic apparel try-ons directly on your online store! As well as offering instant gratification for customers who want a “try-before-you-buy” experience when shopping online, this app also creates unique individual experiences for each shopper once they have uploaded an image. 

The missing link in ecommerce purchases

The introduction of ecommerce-ready AR tools creates a unique advantage for online stores that had previously suffered in comparison to their brick-and-mortar counterparts. These tools give online customers the ability to try on a product before committing to a purchase and helps them develop a sense of trust with your brand. These tools are also shown to increase engagement as they are the ‘missing link’ that is lost during an online purchase. Giving customers the ability to try clothes on whilst online will increase the amount of time they spend on your site as they engage with this tool and makes your clothes feel more relatable by creating a more authentic shopping experience.

While the integration of AR technology in ecommerce may have initially felt like a marketing gimmick, it is now undoubtedly upgrading and influencing the way that we shop online. As well as giving customers the ability to create virtual wardrobes, tools such as FORMA are making it easier for people to style outfits and is, therefore, creating opportunities to sell additional products to consumers who may have previously been unsure whether a particular item would suit them. This process is also removing any awkwardness or embarrassment that some consumers may feel when entering a changing room and trying pieces that are not their usual style. Another added benefit is that these apps have the potential to reduce a brands online return rate as customers are able to fully explore a product before committing to a purchase.

The future of ecommerce

With the industry changing at such a rapid pace, it’s difficult to say what the ecommerce landscape will look like in 12-months time, however, it’s highly likely that AR technology will have an important part to play. With various brands leading the way with new technologies, it won’t be long before these tools stop feeling like temporary viral gimmicks and instead become best practise for online retailers who want to offer their customers an immersive and engaging online shopping experience. 

So, are you thinking of integrating AR technology into your ecommerce offering? Send a message to our development team today and let’s get talking!

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.