---
title: "Virtual try-on for fashion e-commerce: a guide · We Wear"
description: How photo-based virtual try-on works for fashion e-commerce, what a brand needs to switch it on and how to measure its effect with a pilot and an A/B test.
image: https://wewear.tech/hubfs/wewear_2025/images/og_image.jpg
---

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● GUIDE

# Virtual try-on for fashion e-commerce: how it works and what you need

How photo-based virtual try-on works for fashion e-commerce, what a brand needs to switch it on and how to measure its effect with a pilot and an A/B test.

Updated October 2026

In short

A virtual try-on shows shoppers how a garment looks when worn, before they buy. The photo-based version needs two images, the product and the customer: no measurements, no avatar, no augmented reality. It is switched on with your product feed and a snippet on the product page, and its effect is measured with a pilot on one category and an A/B test.

## What a virtual try-on is, and what it is not

Several different technologies sit under the same label. Some build an avatar from body measurements, some overlay the garment on a live camera feed, others work from a photograph.

[FitFlow](https://wewear.tech/en/fitflow?hsLang=en), WeWear's module, is AI virtual try-on on a photo. The shopper uploads their own photo and the AI generates a photorealistic image of the garment worn by them. It should be kept separate from size recommendation: try-on answers "how does it look on me", not "which size should I order". Sizing is handled by a separate module, [SizeFlow](https://wewear.tech/en/sizeflow?hsLang=en), which works from height, weight and age with a mathematical algorithm.

## How it works, step by step

1. **The catalogue.** Product images come from the feed already in use: Google Shopping, Meta or CSV.
2. **The photo.** On the product page the shopper uploads their own photo, or picks a preset model.
3. **Generation.** Within seconds the AI returns an image of the garment worn, or of an outfit made of several garments chosen in the same session.
4. **Next steps.** From the result the shopper adds the look to the basket, saves it or shares it.

Everything runs in the browser, mobile included, with no app and no camera access.

## What a brand needs to switch it on

- **Product images** from the catalogue. Asset preparation and initial set-up are handled by the WeWear team.
- **An active product feed**, in one of the formats above.
- **Access to Google Tag Manager**, or the ability to add a JavaScript snippet to the product page. No changes to the e-commerce code are needed.
- **A scope for the pilot**: which categories, what share of traffic, for how long.

## How to measure the effect

No supplier can guarantee a result in advance on a catalogue it has not yet seen. A controlled test remains the most reliable method.

- Pick a category where the look of the garment weighs on the purchase decision.
- Split traffic between pages with and without try-on, over a period that also covers the returns window.
- Set the metrics before you start: conversion, add-to-basket, return rate by reason, average order value.
- Read the usage data too: try-on sessions, most-tried products, shares. The FitFlow dashboard collects them.

## Photo privacy: the questions to ask

A customer's photo is personal data and, for many buyers, the most sensitive point in the assessment. Written answers matter more than general reassurance: where images are processed, how long they are kept, whether they are used to train models, who can access them, which data processing agreement is offered.

For FitFlow, images are processed on European servers in line with GDPR principles, with a standard DPA available for EU brands. Full documentation on data processing is available on request.

## WeWear's answer, criterion by criterion

| Criterion | WeWear's answer |
| --- | --- |
| Type of virtual try-on | AI on a photo: product image and customer photo |
| Avatar or augmented reality | No |
| Multi-garment outfits | Yes, in the same session |
| Integration | GTM or JS snippet on the product page, no changes to the e-commerce code |
| Devices | Desktop and mobile browsers; tablet or kiosk in store |
| Catalogue preparation | Handled by the WeWear team from the product images |
| Image processing | European servers, GDPR principles, standard DPA |

## Questions to ask any supplier, WeWear included

- What does the shopper have to provide: a photo, measurements, camera access?
- How much work does the catalogue need, and who does it?
- Does the result show a single garment or a complete outfit too?
- How does it integrate with our platform, and who touches the code?
- Where are photos processed, how long are they kept, are they used for anything else?
- How is the pilot set up, and what happens if the A/B test shows no difference?

## Assessing a pilot on your own catalogue

A 30-minute call is enough to look at catalogue, platform and goals, and decide whether a pilot makes sense and on which category. Pricing depends on modules and volumes and is shared in that first call.

[FitFlow, photo-based virtual try-on](https://wewear.tech/en/fitflow?hsLang=en)  ·  [SizeFlow, size recommendation](https://wewear.tech/en/sizeflow?hsLang=en)

[Let's talk about your catalogue](https://wewear.tech/en/virtual-try-on-fashion-ecommerce-guide#contatti)

● FAQ

## Frequently asked questions

What is virtual try-on for fashion e-commerce?

It is a tool that shows shoppers how a garment looks when worn before they buy. With FitFlow the shopper uploads their own photo and the AI generates a photorealistic image of the garment, or an outfit, worn by them.

Does the shopper need to enter their measurements?

No. FitFlow works from two images, the product and the customer. No measurements are needed, no avatar is created and no augmented reality is used.

Does virtual try-on replace size recommendation?

No, it answers a different question. Try-on shows how the garment looks; the size is suggested by SizeFlow, from height, weight and age, using a mathematical algorithm. The two modules can be switched on together or separately.

What is needed to switch it on, and how long does it take?

Product images, an active feed and the ability to add a GTM or JS snippet to the product page. Technical set-up takes less than one business day; the pilot timeline is agreed in the first call.

How do you measure whether it works?

With a pilot on one category and an A/B test: part of the traffic sees the try-on, the rest does not. Conversion, add-to-basket and returns are compared, including the returns window.

What happens to the photos shoppers upload?

Images are processed on European servers in line with GDPR principles, with a standard DPA available for EU brands. Documentation on data processing is available on request.

CONTACT

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We Wear

Technology for fashion retail: size recommendation, virtual try-on, 3D configurator.

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