INTELLIGENCE REPORT · 2026

Driving conversion & retention with Virtual Try-On.

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STUDY

1.2M shoppers across fashion e-commerce

REACH

216 countries · 83 languages

RESERCH BY

RESEARCH BY

DRESSX, 2026

E-commerce is navigating its most challenging structural period in a decade with AI and new consumer behaviors.

With online apparel return rates hovering between 30% and 40%, customer acquisition costs at record highs, and average e-commerce conversion rates stalling at just 1.65%, the economics of fashion e-commerce is facing a significant structural challenge.

DRESSX AI Try-On is the technology that fixes them.

Based on a DRESSX 2026 study of over one million shoppers across luxury fashion e-commerce platforms, this analysis compares shoppers who engaged with Virtual Try-On against those who did not.

The findings show that AI Try-On users performed better across the shopping journey they were more likely to add items to cart , complete purchases, return after their first visit , browse collections, select sizes, view more products, and use the feature repeatedly.

The strongest signals appear in cart conversion, retention, repeat shopping, and product exploration. Virtual Try-On users were about 3× more likely to add items to cart , had 50% higher purchase conversion, retained far better after Day 1, and viewed 7× as many product listings as users who never engaged with Try-On.

AI Try-On is helping shoppers build confidence, especially for higher-priced purchases, and gives them more reasons to return, explore products, and continue engaging with the brand.

TABLE OF CONTENTS

What Will You Find Out in This Report

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01.
The state of fashion e-commerce
Under pressure — slower growth, rising returns
The attention & conversion gap
02.
DRESSX AI Try-On
What luxury brands require from AI Try-On
The three pillars of DRESSX AI Try-On
03.
VTO Case Study
Methodology
Conversion · Retention · Engagement · Style
Search & explore · Mobile
Key takeaways
04.
The market opportunity for fashion brands
Market opportunity · Data as competitive advantage
Strategic recommendations

Who is This Report For?

For fashion e-commerce teams searching for AI fashion solutions, AI virtual try-on technology, virtual fitting room tools, online apparel try-on, ecommerce try-on, VTO software, size recommendation, fit recommendation, AI styling, and product discovery tools, this report shows how AI can improve the full online shopping journey. If you are wondering what ChatGPT, OpenAI, Anthropic Claude, Google Gemini, AI agents, and generative AI can actually do for the fashion industry, the DRESSX 2026 Virtual Try-On report provides a practical answer through real performance data from over one million shoppers across luxury fashion e-commerce platforms. The study shows how AI Try-On helps customers see how clothing looks on them before purchase, build confidence in size and fit decisions, explore more products, return more often, add more items to cart, and convert at a higher rate, turning artificial intelligence from a content generation tool into a measurable conversion, retention, and customer engagement solution for fashion brands and retailers.

VOICES FROM THE FIELD

Founders perspective

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Try-on is no longer just a consumer-facing visual trick. It's becoming part of the infrastructure behind how fashion is marketed and sold. As this behavior becomes native, brands increasingly begin to optimize their merchandising, content, and distribution strategies around try-on as a core touchpoint in the customer journey.

Daria Shapovalova, CEO & Founder of DRESSX

Our video-based training layer allows us to capture how garments behave in motion, not just how they look in a static image. That means how a jacket sits on the shoulders, how fabric falls when someone moves, or how a silhouette holds its shape... a precision that elevates digital try-on from approximation to true representation, a standard essential for luxury.

Natalia Modenova, COO & Founder of DRESSX

Victoria Beckham has partnered with DRESSX to introduce an AI-powered virtual Try-On tool, offering customers an innovative and interactive way to engage with the brand's collections online. The technology allows clients to visualise fit, silhouette, and styling before making a purchase, bringing the boutique experience closer to digital platforms and enabling more confident shopping decisions. The partnership reflects Victoria Beckham's commitment to innovation and creativity, with virtual Try-On technology helping to reduce uncertainty around sizing and fit and supporting more considered purchasing choices.

Kate Hurrell, Head of Ecommerce at Victoria Beckham

As our e-commerce enters a new phase of expansion, this moment represents a defining step forward for Loulou de Saison. In partnership with DRESSX, we are moving beyond traditional online retail to create a more immersive, customer-first experience while remaining true to our Parisian aesthetic. AI-powered try-on is reshaping how our clients engage with, and discover, the collection. By removing hesitation and encouraging exploration, it allows customers to navigate pieces more intuitively, uncover new silhouettes, and build looks with greater confidence. Personal style is placed firmly at the center of the journey, transforming browsing into a more dynamic and inspiring experience. It’s a bold evolution, but one that reflects our vision for the future of fashion e-commerce: more intuitive, more interactive, and entirely driven by the customer. Over the past months, we’ve worked closely with the DRESSX team to refine every detail of the AI try-on experience, ensuring it is seamless, accurate, and fully aligned with our brand standards. Collaborating with a partner who shares our commitment to innovation and excellence has been both inspiring and rewarding.

George Mauger, Head of E-commerce at Loulou de Saison

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Driving conversion & retention with Virtual Try-On.

Driving conversion & retention with Virtual Try-On.