Can AI virtual fitting rooms really significantly reduce online shopping returns?

The return rate for European fashion e-commerce is about 50%, with size and fit issues accounting for nearly half, and jeans reaching as high as 65%[1]. Zalando, Zara, and Google have successively invested in AI virtual fitting rooms, hoping to solve the problem of billions of dollars in return costs each year[2]. Zalando's virtual fitting room has reduced return rates by up to 40%, and in 2025, size-related returns decreased by 8%[3].

There are results, but the pain points have not been completely solved.

Source：Google

What are the disadvantages of AI virtual fitting rooms?

Greater technical realism is not necessarily more appealing. Consumers with higher BMIs are more likely to feel uncomfortable seeing themselves in the image, reducing their willingness to buy[4]. High realism can compress the space for imagination—consumers directly confront their own bodily flaws, shifting attention from the clothing to self-criticism, weakening purchase desire.

In contrast, model product photos leave room for imagination, allowing people to project themselves into an ideal state, with purchases built more on desire and expectation.

Source：Zalando

What is another way to optimize fashion online shopping?

Accurately present the clothing. For example, Mannequ.io focuses on generating professional model product photos, and the Silhouette system can precisely restore clothing texture, elasticity, and fit.

Perhaps this is also another way to optimize online shopping.

Source：Zara

References

[1] Zalando. (n.d.). Wie Zalando Technologie einsetzt, um Kundinnen bei der Wahl der richtigen Größe zu helfen. Zalando Corporate. https://corporate.zalando.com/de/technologie/wie-zalando-technologie-einsetzt-um-kundinnen-bei-der-wahl-der-richtigen-groesse-zu

[2] Wind, S. (2026, August 21). Zalando, Zara use AI virtual try-ons to tackle clothing returns. Bloomberg. https://www.bloomberg.com/news/articles/2026-08-21/zalando-zara-use-ai-virtual-try-ons-to-tackle-clothing-returns

[3] Fibre2Fashion. (2026, June 24). Germany's Zalando expands virtual fitting room technology. https://www.fibre2fashion.com/news/e-commerce-fashion-industry/germany-s-zalando-expands-virtual-fitting-room-technology-311189-newsdetails.htm

[4] EurekAlert!. (2023, April 18). New study reveals how the brain processes complex social information. EurekAlert!. https://www.eurekalert.org/news-releases/986008#1