EyeBuyDirect enhances virtual try-on feature, accepts digital payments

An online prescription eyewear retailer is expanding the ability of customers to use augmented reality (AR) to “see” how different frames look on their face.

In 2014, Austin, Texas-based EyeBuyDirect introduced the Eye Try tool, which enabled customers to upload a photo of themselves in order to virtually try on any of the pairs of frames available on the site with the help of AR technology. 

Now, the retailer is introducing an enhancement to this capability which allows users to switch out the frame and tint color on the same screen. The company is also adding Apple Pay and Venmo as digital payment options.

To use the expanded virtual try-on feature, EyeBuyDirect customers can click the "Try On" button next to the image of the eyewear on the product page. A small screen will appear with options to choose video or to upload an image. The user can choose from the available frame colors/sizes and lens tints, as well as see how frames look from different angles. 

Consumers who need to wear glasses to see the screen or otherwise do not want to upload an image can record a short video without their glasses, and then choose from the same options for trying on the frames. 

AR-enabled virtual try-on is a popular feature among online eyewear retailers. Companies in the space including Jins, Warby Parker, GlassesUSA, and Fitz Frames also offer some type of virtual try-on service using AR technology.

"As consumers become more comfortable shopping online for eyewear, we want to ensure their purchase journey is welcoming, easy and interactive," said Alex Alekseev, director of UX, EyeBuyDirect. "We're excited to offer our customers even more ways to enjoy the eyewear shopping experience and to feel confident about their purchase."

Founded in 2006, EyeBuyDirect offers more than 2,000 frames for sale, starting at $6.