By offering expanded customer reach and growth opportunities, eCommerce has revolutionized various industries, including eyewear. In fact, it is through the digital marketplace that the global eyewear market is able to grow by a projected value of $98.28 million from 2024 to 2028. Through eCommerce serving as a distinct distribution channel, the industry is able to increase its omnichannel presence and cater to broader consumer demographics.
Given the substantial contribution of eCommerce in eyewear, various brands and retailers are tapping into digital transformation and leveraging innovative tools for their websites. Below, we look at how exactly eyewear eCommerce creates lifetime value and customer loyalty through eCommerce tools and features.
Content management system platforms
Firstly, eyewear brands and retailers need a content management system (CMS) platform to function as an all-in-one eCommerce solution and streamline their offerings. It is essential that their chosen CMS platform also offers a high level of customization flexibility so they can modify their content and manage their product catalogs as they grow and scale their business.
In this case, eyewear businesses can utilize website themes for WordPress, a CMS platform that enables them to showcase their products and services with search engine optimization and a user-friendly interface. When integrated with eCommerce-oriented platforms like WooCommerce, WordPress can further generate leads and establish credibility among target audiences.
Virtual try-on features
As previously mentioned, eyewear businesses in the eCommerce realm must pursue ongoing customization to enhance the user experience and achieve scalability. Thus, brands are also tapping into augmented reality to allow customers to try on their products virtually and bridge the gap between in-person and online shopping experiences.
This feature can be observed on Ray-Ban’s official website, where customers can view and try on a wide range of sunglasses and eyeglasses with timeless frame styles like the browline Clubmaster, minimalist Wayfarer, and universally flattering Round Metal. The brand has a proprietary Frame Advisor Technology, which uses facial scanning to match the best style based on customers’ face shape, features, and size — ultimately contributing to more informed purchasing decisions.
Search functionality
While utilizing eCommerce translates into greater product selections compared to brick-and-mortar locations, eyewear brands must remember that this can otherwise be a pain point. Customers can get overwhelmed by the product variety, which can then contribute to incomplete online purchases and abandoned shopping carts.
In response, eyewear retailer Zenni Optical developed the Algolia solution to boost search functionality and response speed. The feature uses artificial intelligence to not only let users refine their search keywords but also bring convenience through visual search. Having improved the accuracy and relevance of search results, the website saw a 34% increase in revenue per search session.
AI-powered chatbots
Lastly, eyewear-related eCommerce businesses must invest in customer service to replicate the user experience and revenue performance of in-person retail locations. As such, they can deploy AI chatbots with the ability to provide not only 24/7 customer support by giving automated responses to queries but also tailored recommendations based on customer data, such as browsing history and shopping cart items.
Among the leading eyewear retailers integrating AI chatbots into their platforms and promoting conversational commerce is Warby Parker, with the bot specifically guiding users through the prescription check and purchase process. Overall, bringing bots into eyewear eCommerce can reduce the average bounce rate of 20-45% and increase conversion rates.
Clearly, eCommerce provides a dynamic space for eyewear brands and retailers to better highlight their products and personalize the shopping experience. If you’re a business owner also looking to take advantage of the benefits of eCommerce for growth and success, check out the website themes and templates here at Age Themes to improve your brand’s visual identity.
