Wildberries and AR: How Virtual Try-Ons Are Making Online Shopping the Future of Retail

The fact that we live in an era of rapidly advancing technology is nothing new. We see a gradual expansion of the range of available options designed to significantly simplify our lives, improve the convenience of solving various problems, and speed up these tasks. One such area is augmented reality (AR) and virtual try-on. And here we want to draw your attention to the fact that we're not simply talking about current trends in the online shopping niche, but a real tool capable of ensuring stable and confident sales growth.

Despite the fact that these technologies haven't appeared on the market recently, for many retailers they still seem unrealistic, mysterious, and difficult to use. This is especially true when it comes to products other than clothing and shoes. Jumping ahead a bit, we'd like to point out that AR also works with other product categories, and very diverse and varied ones at that.

We'll explore the use of augmented reality technology and virtual try-on experiences in detail in today's review. In particular, we'll discuss what they are in general, how they work, and what benefits they provide to the target buyer and business representative, including in the context of the Wildberries platform, which is actively improving its partner services, helping them increase sales. We'll highlight the main advantages of using them in practice. We'll also consider the main types of product categories to which AR and virtual reality can be applied. The information presented will help you evaluate the possibility of using these technologies directly within your business, thereby increasing loyalty from your target audience and attracting as many customers as possible to your catalog pages. So, first things first.

What is a virtual try-on?

Augmented reality - This is an innovative technology that integrates virtual elements into the real world around us. It is designed to make online shopping more intuitive and engaging, minimizing returns. Virtual try-on is a companion technology based on AR. This combination allows you, as a shopper, to "try on" products in real time directly through your smartphone or tablet's camera. A simple example would be: you select clothing, cosmetics, or accessories, and they are instantly superimposed on your reflection on the screen. This means you buy the perfect fit without the hassle of physical fitting, lines, or returns. This not only saves significant time but also minimizes the risk of unsuccessful purchases and increases your confidence in the choice you've made.

This technology is based on detailed 3D product models. These are full-fledged digital copies that can be freely rotated, zoomed, and viewed in detail from any angle. Let's say you're choosing a chair for your living room and aren't sure which model in the catalog will look best. Thanks to AR technology and virtual try-on, you can not only evaluate the chair's design from the front, but also view it closely from the side, from above, and even see how it will fit into your room's interior, taking into account its lighting and space proportions.

Another key component here is the AR technology itself, which literally "brings to life" these models, transporting them into your reality. With it, you can virtually place a product in your home, for example, "place" a new kitchen appliance on your countertop and see how it matches the style and size of your other appliances, or test a table lamp in your bedroom to see how its light will reflect on the walls and furniture. This type of visualization is especially valuable for large purchases, where it's important to consider not only appearance but also practical aspects, such as size, color harmony, and ease of placement. This helps customers avoid disappointment after delivery, and online shopping becomes more efficient, convenient, and flexible.

How AR Try-On Works in General

Augmented reality in online shopping is a simple and intuitive process that turns your smartphone into a personal showroom. It all starts with your device's camera: you open an app or feature on a marketplace or online store website, point the front camera at yourself to "try on" clothes, shoes, and accessories, or use the rear camera to scan the room. This instantly integrates virtual objects into the real world, creating a sense of presence without specialized equipment. All you need as a shopper to use this technology is a stable internet connection and a modern gadget.

The next step is overlaying the 3D models. The app's algorithms precisely project a digital copy of the product onto the camera image. For example, if you choose a table lamp, it will "appear" in the real world. On your bedside table in real time, taking into account lighting and perspective. Or imagine "laying" a rug in the bathroom: the model instantly adapts to the floor, showing texture, size, and even any wrinkles.

For the most realistic viewing experience, the technology tracks your movements: you can walk around, turn, or lean, while the virtual object remains fixed in place, just like the real thing. This allows you to examine your chosen product in detail from all angles and evaluate how a lamp casts shadows on the walls or how the rug matches the color, style, and fit of your interior. Thanks to computer vision and the device's sensors, the image appears natural, minimizing distortion. And all this can significantly increase purchase confidence and the chances of a successful order.

The final point here is the sharing feature. It makes the process more social: you can easily document your "try-on" experience with a photo or short video. You can then share this material in chats, social media, or forward it to your loved ones. This means that friends, family, and acquaintances can provide you with feedback, such as "It fits perfectly in your kitchen!" or "I liked the second option better," helping you make a final decision. This not only speeds up the purchase process but also reduces returns, making shopping more confident.

How it works on Wildberries

Virtual try-on is quite common in online shopping today. More and more platforms are adopting this technology. Wildberries, one of the most well-known marketplaces today, is no exception. Here, this process is organized as conveniently as possible for sellers, minimizing effort and speeding up launch. The process begins with uploading a 3D model of your product directly through your personal account on the platform. This can be done directly in the "Products" section. You can also use a dedicated tool for AR content. The only requirement is that models must be submitted in compatible formats, such as GLB or USDZ. It's also convenient that the platform provides guides for creating or ordering such files from freelancers if you don't already have them.

Once uploaded, the model is automatically submitted for moderation. The Wildberries team verifies the quality, accuracy, and compliance of the submitted models with the actual product. This will help avoid any misunderstandings with customers. Please note that the entire review process typically takes from a few hours to a couple of days, depending on the workload of our specialists. Once your model is approved, it is integrated into the product card and becomes available for AR try-on. This means customers will be able to use it on the mobile app or website. This increases audience engagement and conversion rates.

To ensure you're getting the results you want, you can test your 3D model directly in your account. Here, you'll be able to simulate fittings in different scenarios, check lighting and viewing angles, and ensure compatibility with the selected category. For example, if you're selling a garden grill, you can test how it will fit on a virtual patio, ensuring that the dimensions and textures look realistic and unaffected. This approach helps avoid errors and quickly adjust existing content, making your store more attractive to marketplace buyers, including those in highly competitive niches.

Advantages of 3D Try-On in Online Stores and Marketplaces

Integrating a virtual fitting room into marketplaces and e-commerce in general is a global strategic decision, the benefits of which will be appreciated not only by businesses but also by the consumer market. Now, let's take a closer look at the advantages of AR in online shopping for both customers and store owners, so you can see their significance and consider implementing such technologies in your own practices.

Advantages of Virtual Try-On for Potential Buyers

For potential buyers of online stores and sales representatives on marketplaces, the following key advantages of AR are worth highlighting:

1. Reduced risks when choosing sizes and dimensions. Determining the right size or proportions is one of the main pain points in online shopping. This is especially true for large items, such as furniture and household appliances. Research shows that approximately 86% of customer inquiries to sales representatives relate directly to sizing issues. This indicates that buyers are experiencing doubts, which often lead to purchase cancellations. This is due to the fear that the chosen model will not fit within the allocated dimensions. At the same time, every buyer understands that returns can be troublesome and expensive, especially for large items. This is why AR virtual try-on can be a real lifesaver, as it removes this barrier: users can see how the product will fit in their space or on their body before placing an order. For example, when purchasing a wardrobe, you can "place" it in the room and ensure that it won't block the door or be too bulky. This ultimately increases confidence, as does the likelihood of completing the purchase. At the same time, the likelihood of returns is significantly reduced.
2. Instant sizing analysis without complex calculations. Traditional size charts require time-consuming comparisons, measurements, and unit conversions. This is especially tedious when it comes to mobile shopping. AR try-on solves this problem in seconds. The system uses your height and weight, and even scans the room through a camera, taking into account its dimensions and the placement of other items. Ultimately, you can truly find the perfect fit. Imagine choosing a washing machine: instead of manually calculating, you can instantly see how it will fit under the sink, taking into account pipes and outlets. This speeds up browsing, allows you to experiment with options, and is ideal for spontaneous purchases, including during a break at work, on the way to work, or while out and about.
3. Convenience anytime, anywhere. In the age of mobile devices, shopping has become part of our daily routine. We can shop whenever it suits us, whether on the street, at work, or at home. Shoppers rarely carry a tape measure, but they always know their basic measurements. This is perfectly adequate for an AR system capable of providing highly accurate recommendations. Online fitting is available 24/7 via smartphone, without the need for additional software installation or a visit to a physical store. For items like garden furniture, you can "place" a table on your balcony on the go, assessing how it complements the view and lighting. Just remember to walk around your balcony with a camera before leaving the house. This makes the selection process faster, more modern, and more personalized, increasing loyalty to the online store and specialized platforms, including Wildberries.

This means that by using augmented reality and virtual try-on technology, customers save time, effort, and even the stress of choosing and purchasing the items they need.

Advantages of Virtual Try-Ons for Online Stores and Brands

Businesses and brands will also be able to appreciate the benefits of launching augmented reality and virtual try-on features in their online stores. Here are just a few key points:

1. Increased conversions and engagement. The introduction of AR virtual try-on significantly increases customer trust, simplifying their path to purchase. When customers can visualize a product in their own space, barriers to doubt disappear, leading to a sharp increase in sales. According to research, users with access to this feature are approximately three times more likely to make purchases than those limited to static photos. Speaking of the Wildberries marketplace, sellers can see how AR helps customers "place" their products in their room and "dress" themselves. As a result, we not only increase the time customers spend on the product page but also convert these views into orders, especially for impulse purchases.
2. Reduced returns and logistics costs. Inappropriate product sizes or dimensions are one of the most common reasons for returns in online retail. Experience shows that they can consume up to 30% of revenue due to shipping and handling costs. AR try-ons allow customers to accurately evaluate the product in advance, minimizing errors, as they can see how a washing machine will fit in the bathroom or how a garden awning will fit in their yard. As a result, the number of returns is reduced by approximately 20-40%. This frees up your warehouse space, reduces the burden on logistics, and improves the overall efficiency of your store. For brands, this means fewer losses and more predictable expenses, which is especially important given the growth in orders on marketplaces.
3. Increased customer satisfaction and loyalty. The personalized experience provided by virtual try-ons creates a wow effect and evokes a wealth of positive emotions. Customers feel that the brand cares about their convenience, which in turn increases satisfaction and encourages repeat business and purchases. Satisfied users are more likely to leave positive reviews, share their experiences on social media, and recommend the store to friends, generating stable organic traffic to the catalog page. Furthermore, after purchasing one item using AR technology, the customer is likely to return soon for additional accessories, thereby strengthening brand loyalty. This is a significant advantage not only for individual online stores but also for platforms like Wildberries.
4. Increased competition in a saturated market niche. In a world where online platforms are actively competing for the attention of their target audiences, AR has the potential to be a game-changer. Buyers prefer innovative platforms that offer comfort and modernity. This is what will help you stand out among the thousands of options available on the market today. Experience shows that brands that have already implemented virtual try-ons attract a tech-savvy audience and increase their search visibility through the use of keywords, such as "AR furniture try-ons" or "virtual try-ons for home appliances," while also strengthening their position in recommendations. Ultimately, this leads not only to increased sales but also becomes the foundation for long-term leadership in your market niche.

All these features allow us to confidently state that virtual try-ons are not just a trendy technology, but a powerful tool for business optimization. They directly impact business revenue, reduce costs, lessen the workload of marketplace managers, and help build a highly loyal audience. These are the factors that will make your Wildberries store truly competitive and profitable.

Virtual Try-On in Online Sales

Augmented reality technology for virtual try-on has been actively used in online retail since around 2018. It is being actively integrated into various mobile apps, online store websites, and marketplaces. It not only increases customer engagement but also directly boosts conversion rates and reduces concerns about product appearance and compatibility. Experience shows that AR is particularly effective in categories where visualization plays a key role. This includes a wide range of products, from everyday items to large and expensive purchases.

Here are just a few of the main areas of application for these technologies:

• Clothing and footwear. In this category, AR try-on has become widespread. It revolutionized online shopping, allowing people to "try on" items without physical contact. In this case, the buyer points the camera at themselves, and a clothing or shoe model is superimposed on their silhouette, taking into account the initial pose and lighting. Alternatively, you can see how a new pair of sneakers looks on your foot while walking, or how effectively a blouse fits into a created business look. Today, this technology is also used by many offline stores, equipping their sales areas with interactive mirrors. It is also available online through a special app. Its use by customers minimizes returns due to ill-fitting fit and increases confidence in their choice. Furniture and decor. For furniture and interior elements, AR allows you to "place" objects in the real space of your home, helping you assess proportions and compliance with the overall style. The buyer scans the room, and the product appears on the screen. Moreover, you can move it around in the virtual environment and scale it. Imagine how you "place" A new floor lamp for the corner of the living room: the system will show how it casts light on the rug and whether it matches the wallpaper. You can also test a floor planter, making sure it doesn't block the walkway. This is critical for impulse purchases, where a wrong size can lead to disappointment, and AR reduces this risk by 25-30%.
• Optics and accessories. Optician brands are using AR to help customers virtually "put on" glasses and sunglasses, choosing frames based on their face shape, hair color, and skin tone. Using a smartphone camera, the glasses or sunglasses are superimposed on your reflection. This allows you to change styles in real time. For example, you can "try on" those aviators you've been dreaming of and see that they don't suit you at all, or instead see that a cat-eye style suits you perfectly. These tools speed up the selection process and increase satisfaction, turning routine shopping into entertainment.
• Cosmetics and skincare. In the beauty sector, AR makeup and skincare try-ons allow you to test shades and textures on your face without the risk of allergic reactions from too much makeup. The system analyzes your skin and applies a virtual layer, from lipstick to foundation. Shoppers can experiment with smoky eyes or nude gloss, seeing the results from different angles. This is especially convenient for online orders, where samples are unavailable. Ultimately, customers make decisions faster, and brands see a 40% increase in sales thanks to personalization.
• Household appliances and kitchen equipment. Large appliances are ideal for AR: the buyer "installs" the device in their space, evaluating the space and design. For example, you can virtually place a food processor on a kitchen shelf and see if there's enough space next to the food processor and how it will fit into the overall style of the room. For large appliances, like a dishwasher, AR will show whether it will interfere with cabinets or doors. In small apartments, this really saves you from serious errors, saving time on measurements and returns.
• Plumbing. Here, AR helps visualize plumbing in the bathroom or kitchen, that is, in those rooms where dimensional accuracy is critical. The user scans the space, and a model of the sink or bathtub appears on site, taking into account all the plumbing, furniture, and room dimensions. Imagine "installing" A new shower stand: check that it's the right height and won't spill onto the floor. This eliminates surprises after installation, making renovation purchases easier and more confident.
• Garden products and landscaping. For the garden, AR allows you to "plant" various furniture and accessories in the garden or on the veranda, assessing how they will look harmoniously with the house and plants. The buyer places a virtual gazebo or flowerbed, seeing how it fits with the fence and lighting. You can even "test" an outdoor hammock, ensuring it won't fall into the pond and whether it provides enough shade on a hot day. This is useful for summer residents planning designs without drawings, increasing accuracy and reducing empty purchases and returns.
• Automotive products. Trying on auto parts, including rims or covers, via AR provides a detailed overview without a visit to the service center. The system superimposes a model onto a photo of your car, showing compatibility and views from all angles. You'll see how new alloy wheels will accentuate the car's bodywork without disrupting the visual balance. This speeds up your selection and minimizes mistakes.
• Recreation and camping products. AR is ideal for camping equipment, allowing you to "place" a tent in a clearing or a backpack on your back. Buyers can assess how a sleeping bag unfolds in a car or how a chair sits on uneven ground. You can even virtually pick up a barbecue grill for a picnic and ensure it has enough space for coals and good stability on uneven surfaces. This makes your vacation predictable, eliminating returns due to inappropriate dimensions.

In the future, augmented reality will continue to expand, encompassing more and more new categories, including electronics and toys. But the result is the same: Online shopping will become even more precise and engaging. At Wildberries, this is already a game-changer, helping sellers stand out and grow.

How to Upload a 3D Model to Wildberries Now, a little technical detail: how to add 3D models to Wildberries. Please note that this can only be done in pre-made formats; the platform does not provide tools for creating them on-site. Before uploading, you will need to prepare the files yourself or order them from specialists. To ensure the model displays correctly on devices with different operating systems and reaches the maximum number of customers, we recommend uploading two versions simultaneously in special formats. This is especially important because iOS and Android dominate the market: according to statistics, approximately 70% of smartphone users in Russia are on Android, and the rest are on Apple. So, dual support will increase the availability of AR try-on experiences and conversion rates.

So, in this case, you should use the following formats:

1. USDZ for iOS. This format was developed by Apple specifically for AR content and ensures smooth operation on iPhone, iPad, and Mac. It is lightweight, supports textures, animations, and realistic lighting, making product displays lively and engaging, including on the Wildberries marketplace.
2. GLB for Android. A universal standard based on glTF that's compatible with most Android devices and web browsers. It's compact, loads quickly, and allows for lag-free model viewing, even on budget devices. Ideal for a wide audience.

This means you should create both of these files in advance for each product. They should be optimized for size (no more than 50-100 MB to avoid lag) and ensure high detail. If the model appears blurry or unstable, test it in free viewers like Google Model Viewer or Apple Quick Look to avoid rejection during the moderation process.

Now we'll provide step-by-step instructions for adding a 3D model to a product card. Here you'll need to complete the following steps:

1. Log in to your seller account on the Wildberries platform and go to the "Products" section, then select "Product Card." Here you'll see a list of your items.
2. Select the desired product card for which you want to activate AR try-on. Make sure the category supports this feature. Currently, it's available for furniture, appliances, plumbing fixtures, and a number of other products, but the list is expanding.
3. In the product card editor, find the "+3D model" button. It's usually located in the media files block. If the button isn't there, check the category settings or update the app or browser. The feature may not be activated for your account yet.
4. Open the upload window. Drag and drop files (USDZ and GLB) directly into the field or select them from your computer. The platform will automatically check the formats and sizes. If everything is OK, click "Save." The upload may take 1-5 minutes depending on your internet speed.
5. After successful upload, the models will appear in the preview card. You can preview them in the simulator to ensure quality. You can rotate, scale, and check for distortion. Then save your changes by clicking the purple "Create and Finish" or "Publish" button.

After this, the model will undergo moderation (usually 1-3 days), after which the AR try-on will become available to buyers. Tip: Always include a description with instructions for use, such as "Point the camera at the viewing room," to encourage use.

How can a customer "try on" a product?

The first thing we want to point out is that the AR virtual try-on feature on Wildberries is available exclusively in the mobile app. It is not yet available for the desktop version of the website or web browser, as it requires access to the smartphone's camera and sensors. This makes shopping truly mobile and interactive, ideal for spontaneous purchases on the go. To activate try-on, make sure you have the latest version of the app installed. You can download it from the App Store or Google Play. Then follow our recommendations:

1. Launch the Wildberries mobile app and log in if necessary. Go to search or the catalog to find the product you're looking for.
2. Open the product card for a product that supports a 3D model. You can easily recognize these items: a special square icon in the form of a cube with dashed lines (this is the AR indicator) will appear over the main photo. If the icon is not present, the seller hasn't uploaded the model yet.
3. Tap the cube icon. The app will immediately launch AR mode and request permission to use the camera—this is a standard security procedure. If you previously denied access, go to your smartphone's settings. In the "Applications" section, select "Wildberries," then "Camera," and grant permission again.
4. Grant access to the camera. Now point the lens at the surface or space where you want to place the product. This could be the living room floor for furniture or a wall for decor. The app uses lidar (if your device has one) or computer vision for precise positioning.
5. A 3D model appears on the screen. It literally "sits" in the selected location, realistically accounting for lighting, shadows, and perspective. You can interact with it freely: rotate it with your finger to view it from all sides, zoom in to examine textures in detail, or move it to check its compatibility with your interior. Alternatively, test the compact grill on your balcony to see how convenient it is to use.
6. After trying on, you can take a screenshot or video to save or share with friends, and then return to shopping confident that the item is perfect. If the model isn't displayed perfectly due to poor lighting or an older smartphone, try restarting the app or selecting a different angle. This feature is optimized for most devices running Android 8+ and iOS 12+.

All these features make virtual try-on on Wildberries a breakthrough tool that transforms online shopping into a personalized experience, increasing sales and loyalty. Shoppers can already virtually integrate furniture, appliances, plumbing fixtures, or gardening supplies into their homes, minimizing risks. This not only reduces returns by 20-30% but also increases the time spent viewing items, which directly impacts recommendation algorithms. Retailers benefit from increased traffic, and customers benefit from convenience. The feature works with models in the USDZ (for iOS) and GLB (for Android) formats. Wildberries has already announced that it will soon expand to new categories, including auto accessories and toys, making shopping even more balanced and predictable.

Where else are virtual fitting rooms used?

Virtual fitting rooms powered by AR have long since moved beyond the realm of experimentation and are actively used by global brands to increase conversion and reduce returns. Now we'll take a look at some of the most successful implementations in various categories. Perhaps they'll inspire you to use augmented reality:

• IKEA Place for furniture and decor. Allows you to "place" furniture and accessories in your home using your smartphone's AR camera. Since its launch, this feature has reduced returns by 25% for large items, making shopping easier and more reliable.
• L'Oréal Style My Hair for cosmetics and personal care. It uses AR in the Style My Hair app, where customers virtually "try on" hair color or makeup shades by analyzing their skin tone and face shape. Users see realistic results in their selfies, experimenting with colors without a salon visit. Since its launch, this has increased online sales by 30%.
• Ray-Ban Virtual Try-On for eyewear and accessories. This AR try-on feature is implemented in the brand's mobile app, where eyeglass frames are superimposed on the face in real time, taking into account facial expressions and lighting. Customers can turn their heads to evaluate the fit from different angles and even share photos with friends. This technology is also integrated with Facebook AR and increases conversion by 40%, minimizing selection errors and making choosing stylish accessories as easy as in-store.
• ASOS See My Fit for clothing and shoes. Here, the See My Fit AR feature is integrated into the app, allowing users to "try on" clothes and shoes using an avatar or through the camera. AI algorithms customize the model to the user's parameters, such as height and body type, showing how jeans or sneakers fit in motion. Since 2020, this has reduced returns by 35%, especially for seasonal collections.
• Wayfair View in Room for home appliances and interiors. Thanks to the AR tool, you can "try on" appliances and decor in the virtual space of your home, from lamps to kitchen appliances. The user scans the room, and the model adapts to real-life proportions, showing shadows and interactions with furniture. Launched in 2019, it increased time spent on the site by 50% and sales of large items by 20%, helping to avoid dimensional errors. Home Depot Project Color for home improvement and gardening supplies. "Paint" walls in different shades or place garden elements, such as fences and flower pots, in a real yard. The camera analyzes the surface, and a virtual overlay is applied instantly. It also includes an option to adjust lighting. Practical use increased engagement by 45%.
• BMW AR Visualizer for Auto Accessories. The German automaker uses AR in an app for "trying on" car accessories, from wheels to spoilers. Users point the camera at their car, and a 3D model is integrated, showing design and aerodynamic changes. Since 2021, this has increased online customization orders by 30%.

A huge number of new similar examples appear daily, meaning that absolutely all online marketplaces should consider implementing these technologies.

Summary

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