Virtual fitting on Wildberries has become available to everyone: what will this change for sellers and refunds
Wildberries has started opening access to the Customer Fitting service to all customers in Russia — previously, the tool was available to a limited audience.
The "Try on a thing" button appeared in the product card, and in the search there is a filter for products where a virtual fitting is available. The user can upload a photo from the gallery or take a picture "here and now", after which the system generates an image with the selected item, taking into account the pose and lighting.
According to the company, the functionality already covers a wide range of fashion categories, and in the near future it will be available to all partners of the platform from Russia - at no additional cost to brands and manufacturers.
"The virtual fitting room works on the basis of neural networks and computer vision: algorithms have become more accurate in taking into account the features of the user's figure."
Why is this more important than it seems?
For the marketplace, a virtual fitting is not a "beautiful banner", but a tool that hits the two most expensive fashion—ecommerce articles.:
- Refunds and reverse logistics. Clothing is traditionally the leader in returns due to size and fit. The technologies of virtual fitting and avatars in the industry are just developing in order to reduce “bracketing” (when they buy several sizes and return the excess). Industry materials and cases indicate that fit technologies can reduce the proportion of returns and increase customer confidence.
For logistics, this is a direct effect: fewer refunds mean less overloading of storage facilities/warehouses, less costs for sorting, repacking and write—offs. - Conversion in a purchase without a discount. When the buyer understands the landing better, the "fear of error" decreases, which means that the probability of buying without additional promotional pressure increases.
What does this change for sellers?
- The bar for content is rising. The virtual fitting "sees" the texture, silhouette, length, fit. If the seller has crooked patterns in the card, inaccurate color photos, or a floating dimensional grid, the technology will not save, but on the contrary will highlight the discrepancies between expectations and reality.
- We need clean product data. The material, composition, density, type of cut, length, elasticity — all these become commercial parameters, not a "description for beauty."
- Focus on trust and privacy. Any technology where a user uploads a photo must be transparent according to data processing rules and storage scenarios, otherwise the growth of the function may lead to distrust of the audience.
For the market, this is a signal that the competition of marketplaces is moving away from “who is cheaper” to “who is more accurate and more convenient.” And for sellers— it means that those who invest in the quality of the product, data and packaging as much as in advertising will benefit.
