Across industries, virtual try-on technology is rewriting the rules of how consumers discover, interact with, and purchase products. This requires that brands navigate the transition from traditional shopping models to immersive, AR-driven experiences. This shift isn’t merely about technology; it’s about reshaping the shopping journey to prioritize personalization, convenience, and engagement.
This was one of many takeaways in a video interview between Mike Festa, CTO of SuperDNA 3D Lab, and Patrick Hadley, Lead Product Manager for Sponsored AR at Snapchat (video embedded below).
At the forefront of this transformation is the promise of virtual try-on, which enables consumers to visualize how products like glasses, shoes, and apparel will look on them in real time – without leaving their homes.
“Virtual try-on is about answering the question, ‘How does this look on me?’, said Hadley. “It’s a reflection of personal style and individuality, helping consumers make confident decisions while reducing returns for brands.”
The Case for Virtual Try-On
Snapchat has been a pioneer in AR integration, turning playful filters into powerful tools for product visualization.
“On Snapchat, AR is a core part of the platform,” said Hadley. “Users naturally engage with lenses and filters, so introducing virtual try-on feels seamless. It’s not just an add-on—it’s woven into the user journey.”
Unlike traditional “view-in-room” features that focus on spatial placement, virtual try-on is highly personal. It’s about answering the question: “How does this look on me?” Whether it’s glasses, sneakers, or watches, virtual try-on creates a connection between the product and the consumer, letting users explore how items align with their style and personality.”
“People want to see a reflection of their sense of self,” added Hadley. “Virtual try-on brings that experience directly to their phones, offering realistic colors, sizes, and textures that help them make confident decisions.” For brands, this technology provides a win-win: fewer returns, happier customers, and stronger loyalty.
Bridging the Gap Between Digital and Physical Shopping
Virtual try-on eliminates the guesswork in online shopping by combining realism with convenience. Consumers no longer need to visit stores to test products. Instead, they can try on items digitally, experiencing everything from accurate sizing to lifelike textures—all with the tap of a screen. This shift is particularly impactful in industries like fashion, where personalization plays a critical role in purchasing decisions.
“Fashion is about individuality, and virtual try-on allows users to explore their style without limitations,” said Hadley. “It reduces uncertainty, creates confidence, and ultimately leads to better buying decisions.”
Brands like Snapchat are helping lead this transformation by integrating virtual try-on into existing platforms where users already spend their time. This natural adoption of AR as part of the shopping journey has made the technology more accessible, engaging, and impactful.
Overcoming the Challenges of Virtual Try-On
While the potential of virtual try-on is clear, the path to implementation comes with hurdles. The creation of high-quality, accurate 3D models is one of the most significant challenges for brands looking to adopt this technology.
“One of the key challenges is ensuring consistency and realism across platforms,” said Hadley. “Standards like glTF help make 3D models interoperable, ensuring that products look accurate and fit seamlessly on platforms like Amazon or Snapchat.”
Consistency is especially critical for wearable items like eyewear, footwear, and apparel. Hadley recalls working on standardizing anchor points for eyewear.
“We developed anchor points—like the bridge of the nose—to ensure glasses fit correctly on every user’s face,” he said. “This type of standardization is essential for creating high-quality, reliable virtual try-on experiences.”
Tailoring Experiences to Platforms
One of the key factors in the success of virtual try-on is understanding platform-specific user behaviors. Snapchat, for example, thrives on fast, engaging interactions. Users expect virtual try-on experiences to load quickly and feel fun and natural.
On the other hand, e-commerce platforms like Amazon cater to consumers who are further along in their purchasing journey. Here, virtual try-on serves as a decision-making tool, tied more directly to conversions.
“On Snapchat, virtual try-on is often about discovery and consideration,” Hadley said. “It’s an upper-mid funnel, where speed and engagement are critical. On Amazon, it’s about driving confidence and reducing returns.”
Understanding these platform differences is crucial for brands to tailor their virtual try-on strategies effectively.
Getting Started
For brands new to virtual try-on, the process can seem challenging, but it doesn’t have to be overwhelming. By leveraging industry expertise and proven practices, brands can reduce costs, increase impact, and fully harness the potential of 3D assets. Collaborating with experienced providers like SuperDNA can simplify this transition.
“You don’t need to build an in-house team to get started,” said Hadley.
The Future of Shopping
The demand for immersive shopping experiences is only growing, driven by younger, digitally native consumers. Virtual try-on is more than just a feature—it’s a transformative technology that’s reshaping retail.
“Virtual try-on isn’t just about selling products—it’s about creating a connection between consumers and brands,” Hadley concluded. “By embracing AR and 3D technology, brands can deliver shopping experiences that are not only innovative but deeply personal.”
As AR technology continues to evolve, the opportunities for brands are limitless. From standardizing 3D models to improving platform interoperability, the friction is being eroded for a future where digital and physical shopping experiences merge seamlessly.
For brands willing to take the leap, virtual try-on offers a unique chance to redefine how they engage with their customers, build loyalty, and lead in a competitive market.
SuperDNA 3D Lab is a full-service 3D solutions provider. It creates 3D content, distributes it across various channels, and manages it in its own cloud servers for elevated eCommerce and other endpoints.
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