Let’s face it: shopping in physical stores can be exhausting; long lines, crowded aisles, and clothes scattered everywhere. No wonder more people prefer to shop from the comfort of their couch. Luckily for the online (couch) shopper, this experience is changing faster than ever thanks to smart technologies like AI-powered try-on tools and personalized recommendation systems. Where online stores used to rely on static product photos, shopping is now interactive and personalized. Take Zara, for example: they recently rolled out a virtual try-on feature that lets you ‘try on’ clothes digitally before buying (see this article). Not only does this make it easier to find the right size or style and reduce returns, but it also turns shopping into a more fun, immersive experience. For fashion brands and marketers, this raises an important question: do these tools simply help customers make smarter choices, or do they also encourage more impulsive buying?
What is this blog about?
In this blog you will read that…
- I-powered try-on features significantly increase impulse buying in online fashion retail.
- Interactive and visually realistic try-on experiences make shopping more engaging.
- Brand trust strengthens the impact of these technologies on consumer behavior.
- How these findings can be translated to solutions for retailers in practice.
The research
The study by Gao and Liang (2025) examined how AI-powered virtual try-on technology affects online impulse buying. The researchers also investigated why this happens by looking at different types of perceived value: how useful the tool is, how enjoyable the experience is, and how realistic and engaging the try-on experience feels. In addition, the study explored whether brand trust strengthens the relationship between these experiences impulse buying behavior. The researchers focused on four aspects which show how features of a shopping environment affect how customers feel and, ultimately, whether they buy something:
- Realistic visuals – how real the clothing looks on the customer.
- Interactivity – how easily customers can move, zoom, or adjust the try-on.
- Personalization – whether the tool gives tailored suggestions.
- Ease of use – how simple the technology is to use.
To test this, the researchers asked 366 online shoppers to try a virtual fitting tool on the e-commerce platform Taobao. Participants digitally tried on several clothing items and then answered questions about their experience and their likelihood of buying the products.
The results
The results show that:
- AI-powered try-on features significantly increase impulse buying in online fashion retail.
- Realistic visuals, easy interaction, personalization, and a simple interface all increase the chance of impulse purchases.
- Brand trust strengthens this effect. When customers already trust a brand, they are even more likely to make impulse purchases when using virtual try-on tools.
Recommendations
For fashion brands, this creates several strategic opportunities.
- First, brands should invest in high-quality visual rendering and interactive features to create more immersive digital shopping environments. The more realistic and engaging the try-on experience is, the more likely consumers are to purchase spontaneously.
- Second, personalization tools can further enhance the experience. For example, AI systems could recommend outfits based on a consumer’s previous purchases or browsing history.
- Finally, maintaining strong brand credibility and transparency is essential. When consumers trust the brand behind the technology, they are more willing to rely on AI generated recommendations and purchase immediately.
In conclusion
Investing in immersive, AI-driven shopping experiences isn’t just about keeping up with technology, it’s a strategic move that can drive sales, reduce returns, and deepen customer engagement. The more realistic, seamless, and personalized the virtual try-on, the stronger the connection between seeing it, loving it, and buying it.
Want to know more?
This blog is based on this study:
Gao, Y., & Liang, J. (2025). The impact of AI-powered try-on technology on online consumers’ impulsive buying intention: The moderating role of brand trust. Sustainability, 17(7), 2789. https://doi.org/10.3390/su17072789
Consumers’ Impulsive Buying Intention: The Moderating Role of Brand
Trust. Sustainability, 17(7), 2789. https://www.mdpi.com/2071-1050/17/7/2789