Online retailer eBay.co.uk has undertaken an augmented reality makeover which allows shoppers to virtually try on goods before they purchase.
The “See It On” Sunglasses Feature was launched by the company as part of an updated version of its Fashion Application released with the iPhone 4.
The app allows shoppers making purchases on their mobiles, recently coined by eBay as ‘moppers’, to virtually inspect themselves wearing the goods, add clothes to a limitless closet and share trends with friends at one of the world’s largest online shopping portals.
Augmented reality technology allows 3D virtual images to appear to be inserted into real world spaces when viewed through camera phone screens or smartphones.
A statement released by eBay today said: “The fashion app makes it easier than ever to indulge in your passion for fashion anytime, anywhere and become your own online stylist.”
It added: “Fashion lovers have been flocking to eBay mobile apps, snapping up 13 pieces of clothing, pairs of shoes and accessories every minute worldwide.”
Augmented reality is becoming increasingly popular within the retail world, with companies such as Marks & Spencer (M&S) and jewellery designer Tacori investigating its potential.
M&S, alongside display design company Bartuf and greetings cards manufacturer Tigerprint, started trialling the technology in some of its stores last year.
Meanwhile 3D and augmented reality solutions provider Holition announced in December that it had teamed up with Tacori at New York’s Bloomingdale’s department store to let shoppers virtually try on diamond rings and other items.