Virtual Try-On & 3D Viewer: the duo reshaping the eyewear E-commerce

Consumer behaviors of eyewear ecommerce are evolving

As 53% of glasses shoppers have visited at least one eyewear brand or optician’s website,  there are significant differences between countries — 45% in France compared to 65% in the USA. This gap suggests that the american market is further along in digital engagement, with more consumers relying on online resources to research for their next pair of glasses before purchasing them, either in-store or online. 

It's even more significant when 21% of consumers indicated they had already bought eyeglasses online, up from 16.7% in 2022. The trend is even stronger for sunglasses, with 24% of shoppers having made an online purchase, compared to 17.4% in 2022.

In addition, 59% of consumers say they would be happy to purchase eyewear they like online, a number that rockets to 85% in the U.S. (compared to 74% in 2022). This significant jump in the American market suggests that US consumers are becoming increasingly comfortable with the digital eyewear shopping experience, likely influenced by digital tools such as realistic virtual try-on that help them make informed decisions. In France, 33% of glasses shoppers are ready to buy online glasses they like.

Among the respondents indicating they were not ready to buy glasses online, 55% indicated the need to hold the glasses and touch them (+5pts compared to 2022), 54% need to check that the glasses fit them properly (-13pts compared to 2022), 41% find choosing lenses too complex (+6pts compared to 2022) and 17% need to be convinced by online shopping (-1pts compared to 2022).

To check that the glasses fit you properly online, Virtual Try-On has proven its efficiency and covers this important need.

The adoption of virtual try-on keeps growing

This survey shows that the adoption of virtual try-on technology keeps growing as nearly 29% of glasses shoppers have already used it, more than double the 13% who had tried it in 2022. With an improved virtual try-on accuracy and the ability to visualize glasses in 3D, shoppers are more confident than ever in making purchases without physically trying on frames. Among online eyewear shoppers, virtual try-on adoption is even higher — 67% have already used the technology, demonstrating its importance in the digital purchasing journey. Shoppers are no longer just browsing; they actively seek interactive tools that enhance their experience and reduce uncertainty.

3D Viewer paired with Virtual Try-On: a powerful duo

81% of eyewear online shoppers found 3D Viewer paired with Virtual Try-On useful in selecting a frame— before buying in-store or online. The impact is even more pronounced among those ready to buy online, with 88% finding it helpful, rising to even 92% in the USA.

Beyond its usefulness, the realism of the 3D Viewer plays a key role in building consumer confidence. 84% of users ready to buy online believe that the rendering of glasses in the 3D Viewer is close to reality, with this figure reaching 90% in the USA.

Compared to static product photos, the visualization of glasses in 3D offers several advantages. 68% of respondents found that being able to see and manipulate glasses in 3D helped them better assess the details of a frame, while 55% appreciated the practicality of the experience. Additionally, consumers see it as an innovative feature (49%) and even one that reassures them before buying (29%).

Towards an ever more engaging, confident, and conversion-friendly shopping experience

This data reinforces the idea that combining 3D Viewer with Virtual Try-On is a powerful tool for eyewear retailers, bridging the gap between physical and digital shopping. By allowing customers to interact with frames dynamically and assess details with lifelike precision, brands can create a more engaging, confident, and conversion-friendly shopping experience.

About the study

The study surveyed 339 glasses shoppers having purchased eyewear—either in-store or online—within the last five years and aged 18+ in France and the USA. Among them, 113 respondents have visited an eyewear website at least once. Conducted in January 2025 by Episto for Fittingbox, the research was based on an online survey distributed via social media on a voluntary basis. The 2022 study results are available here. 

About Fittingbox

Based in France (Toulouse) and in the USA (Miami), Fittingbox has established itself as the world leader in virtual fitting and eyewear digitization. Fittingbox, the pioneer in Augmented Reality (AR) in Eyewear and frame digitization in 3D, develops cutting-edge optical solutions based on machine learning, computer vision, and now Diminished Reality (DR).

Quietly behind the scenes as the technology for the largest optical and luxury groups worldwide, Fittingbox was the first to launch the “virtual mirror” allowing consumers to try glasses on via a desktop or mobile device, in real time, thanks to augmented reality. The company generates more than 215 million virtual fittings per year and represents the largest database of 3D frames in the world, with over 195,000 pairs.