The New E-Commerce Experiences Driving Results

Throughout the 2010s, there was experimentation with digital tools aimed at helping establish apparel fit before buying (“fit tech”), providing augmented reality (AR) try-ons, offering social shopping experiences and more. While getting fit right on the first try was an important endeavor toward lowering online return rates and increasing profitability, in-store returns were always easy enough for many customers. AR felt like a nice-to-have but not-completely-trusted proxy for real life. And social shopping never really took off in the United States.