Fashion marketplace Farfetch leans into virtual try-on, sees lift in add-to-cart

Global online fashion marketplace Farfetch recently tested how a virtual try-on offering would improve conversion and engagement. It found that, compared to going to a store to try on a product, luxury customers would rather use virtual try-on when they’re early in the path to purchase. In addition, they’d rather engage with virtual try-on offered through a QR code on a store window than enter the store. 

For the test around virtual try-on’s business impact, Farfetch zeroed in on the watch category. Over the course of a 14-week analysis period this year, Farfetch saw a 47% increase in site visits to watches equipped with virtual try-on functionality, compared to watches of a similar price point without virtual try-on. Products featuring virtual try-on are called out on search results pages. Add-to-bag increased by 22%, and add-to-wish list increased by 81%.

Full story at Glossy