Written by Nate Kupish (CEO) & Ricardo Sousa, PhD (CAIO)… not AI

Why Retailers Can’t Afford to Wait

In 2023, U.S. retailers lost over $25 billion to online apparel returns.

At the center of it: customers still can’t see what actually fits or looks right on them before they buy. Despite decades of static size charts, model photos, and crowd-sourced reviews, the issue persists—and it’s scaling with e-commerce.

What’s at stake isn’t just logistics. It’s trust, conversion, and profitability.

The Hidden Cost of a Broken Fit Experience

The return rate for online apparel remains one of the highest in retail—24.4%—and it’s not just an operational headache. It’s a systemic drag on the business.

• Return logistics inflate costs and slow down fulfillment.

• Customer service teams are overwhelmed, driving up labor expenses.

• Brand perception suffers when buyers feel misled or unsure.

• Loyalty erodes as customers shop elsewhere to avoid frustration.

Retailers are under pressure to deliver a modern shopping experience. But most current tools fail to address the actual customer concern: Will this fit me and look good on me?

Workarounds Aren’t Solutions

To manage the problem, brands have turned to stopgap tactics:

• Bracketing—where shoppers order multiple sizes to try at home—drives even higher returns.

• Resale-only models avoid returns but add friction and limit consumer trust.

• AI-driven return flows may facilitate but don’t reduce the frequency.

Each one is a reactive patch. None of them solve the underlying challenge of fit and look uncertainty. While businesses scramble to patch problems with fixes, they lose sight of their core purpose—delivering fashion apparel that truly connects with customers.

Why VTON Isn’t a Trend—It’s a Business Strategy

Virtual Try-On isn’t just another feature. It’s a strategic shift that changes how consumers interact with your brand—and how confidently they buy.

Conversion

• Virtual Try-On gives customers what they’ve never had: clarity. Customers engage with content longer compared to traditional media.

• They make faster, more informed decisions. Conversion rates increase as guesswork decreases.

Returns

• When shoppers see themselves in the product, they’re more likely to get it right the first time.

• Lower returns mean less waste, less friction, and fewer refunds. Cost savings go straight to the bottom line.

Loyalty

• VTON introduces a more personal and intelligent shopping experience.

• That interaction builds trust and drives repeat behavior. Brands that deliver confidence earn long-term relevance.

Operational Efficiency

• Fewer returns. Fewer support tickets. Fewer lost customers.

• VTON transforms how businesses work—freeing operational resources from bottlenecks while enhancing their ability to deliver fashion apparel that customers love. 

Innovation With a Proven ROI

This isn't a theory. The data backs it up.

A Deloitte report found that immersive technologies like VTON improve purchase confidence, dwell time, and satisfaction (source).

PwC research showed that the most innovative 20% of companies grew 16% faster than the rest over three years—averaging $250 million in additional revenue per company (source).

Virtual try-on isn’t an experiment. It’s a measurable business lever.

The Fit Problem Isn’t New—It’s Just Growing

In 2000, a French survey by Lectra found that 30% of online garment purchases were returned due to poor fit (source).

25 years later, the consumer pain is still the same—if not worse.

It’s not just about returns. It’s about eroded trust, broken brand experiences, and a customer base that’s increasingly willing to walk away. In a highly saturated market, personalization is no longer a nice-to-have—it’s a requirement. VTON is the next layer  of personalization.

SeeOnMe: Built to Lead the Category

At SeeOnMe, we’ve developed a VTON platform that goes far beyond industry standards:

• A realistic 3D Persona that maps what the shopper looks like today—including body type, tattoos, piercings, and more.

• Seamless integration with e-commerce environments to create a truly personalized try-on experience.

• A SaaS model designed to scale with retailers of all sizes, supporting cost savings, conversion gains, and long-term customer retention.

This isn’t speculative technology. It’s being implemented and optimized now—by partners, early adopters, and forward-thinking retailers.

Final Thoughts

Returns aren’t just a cost center—they’re a signal. They tell us the customer experience isn’t working.

Retailers who continue to ignore this signal will keep bleeding margin and trust. Those who address it—through innovation like VTON—will lead.

SeeOnMe is purpose-built to deliver on that promise. If you’re ready to modernize your customer experience, reduce returns, and build loyalty at scale, let’s talk.

Follow us on LinkedIn to keep up with the latest from SeeOnMe.

Sources

[1] PwC, Breakthrough Innovation and Growth

[2] Deloitte, Augmented Shopping: The Quiet Revolution (https://www2.deloitte.com/us/en/insights/topics/emerging-technologies/augmented-shopping-3d-technology-retail.html)

[3] Cordier, Frédéric, et al. “From 2D photos of yourself to virtual try-on dress on the web.” People and Computers XV—Interaction without Frontiers, Springer London, 2001.

[4] Arghashi, Vahideh, and Cenk Arsun Yuksel. Journal of Retailing and Consumer Services, 2022

[5] Deloitte, Connecting with Meaning: Hyper-personalizing the Customer Experience, 2020

[6] Lectra (2000 survey referenced in Cordier et al.)