Google just cranked up its virtual shopping game. The company's AI-powered try-on feature - which lets you see how clothes look on your body using just a photo - is expanding to shoes today and rolling out to Australia, Canada, and Japan in the coming weeks. It's a significant push into the $365 billion global footwear market, where fit uncertainty kills countless online sales.
Google is betting big on virtual fitting rooms, and today's shoe launch proves the tech giant sees serious money in solving online shopping's biggest headache - will it actually fit?
The company's virtual try-on technology now supports footwear across Google Shopping, letting users upload a full-length photo and see themselves wearing everything from sneakers to stilettos. The feature uses what Google calls "state-of-the-art AI" that accurately perceives shapes and depths, preserving the subtle details that make or break whether those boots actually work with your style.
It's not just a gimmick. Early data from Google's clothing try-on feature shows users are sharing their virtual try-on images significantly more than standard product listings, suggesting the technology is driving real engagement. That sharing behavior is gold for retailers - it's basically free marketing from customers who are already emotionally invested in the purchase.
The timing couldn't be better. Online shoe returns consistently hover around 30-40% industry-wide, largely because customers can't gauge fit from static images. Amazon has been pushing its own "Try Before You Buy" program, while Nike invested heavily in AR fitting apps. But Google's approach is different - it's embedding the technology directly into search results, catching shoppers at the exact moment they're comparison shopping.
The international expansion to Australia, Canada, and Japan signals Google's confidence in the technology. These markets represent roughly $50 billion in combined online retail spending, and all three have shown strong adoption of mobile shopping apps where try-on features work best.
"Finally, you can answer the age-old question: 'Can I pull off these shoes?'" Google quipped in today's announcement. But behind the playful tone lies serious competitive strategy. Meta has been pushing AR shopping through Instagram, while Snap built an entire business around AR filters that retailers can sponsor.