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With over two billion people with vision impairment and nearly three billion online shoppers, it’s only natural that there is some overlap between these two demographics.
Over the last few years, eyewear eCommerce has risen as an industry, with a growing number of consumers turning to online platforms for their ocular needs. Recently, the Vision Council’s 2021 research found that up to 44% of adults in the US bought their prescription glasses online. Such is the trust that online shoppers have in eyewear eCommerce that a number of respondents indicated they did not mind making purchases from platforms without any brick-and-mortar presence. Similarly, in 2024, the Council revealed that online eyewear purchase rates across prescription and non-prescription products have held steady in the last two years.
The biggest reason eyewear eCommerce continues to hold strong is the convenience it offers. Empowered by the latest innovations designed to target consumer pain points, this sector regularly introduces new features that further enhance customer satisfaction and loyalty. While trends come and go, these are some of the most successful and consistent in eyewear eCommerce.
Multiple shopping and shipping promos
Initially, eCommerce, in general, was perceived as rather limiting because consumers could only choose from the selections laid out by a platform. This was unlike physical commerce establishments, where human customer service representatives could make adjustments for consumer concerns and requests in real-time. That said, eyewear eCommerce today ensures that customers have multiple options across shopping and shipping to best suit their experience.
Case in point, those looking into contact lenses can choose among various vision solutions at promo prices on ContactsDirect. On the site, popular contact brands, like CooperVision and Acuvue, can be purchased in packs at lower prices than those in physical stores. Additionally, there are discount codes that slash prices and cover shipping fees. Speaking of shipping, to further improve convenience, shoppers can choose among multiple ways that they can receive their order. This includes pick-up options for consumers who want the perks of online shopping promos without having to wait for their orders to be delivered.
Immersive try-on opportunities
Eyewear is incredibly personal since it’s both a medical device and an accessory. As such, it’s very important that users are comfortable and confident in what they wear. In eyewear eCommerce, retailers are helping ensure this by providing immersive try-on opportunities. This eliminates any uncertainty that may be discouraging consumers while also reducing the chances of a costly return or refund. Currently available only for glasses or sunglasses, these are offered by a number of brands today.
One of the most exciting try-on options today is based on AR technology. As we mentioned here before, this technology can help customers visualize how a product will look, thereby increasing how confident they feel with their purchase. An eyewear retailer that is widely offering AR try-ons is Eyebuydirect. Through their service, customers can scan their faces and input their prescriptions. From there, they can “test” hundreds of different frames, including models from higher-end brands such as Coach and Ray-Ban. Alternatively, other retailers, like Liingo, offer free in-home try-ons, which can be arranged online. Through these, customers can choose up to four styles that will be sent to their location. For the next five days, these frames can be tried on at home before the consumer ultimately ships them back at no personal cost. This option is particularly great for those with higher prescriptions or sensory sensitivities, so they can really ensure that a pair works for them without the hassle of visiting a store.
Streamlined eyecare offerings
To really enhance the convenience that online shopping brings, eyewear eCommerce has also introduced additional supplementary services beyond selling medical devices. The most notable among these is online access to medical health experts. This way, consumers are privy to diverse eyewear selections and able to consult with a doctor all via one platform.
For instance, Walmart Vision has invested in teleoptometry infrastructure. This way, online shoppers can easily chat with in-store opticians for any queries. This is especially valuable for those in more rural areas where ophthalmology specialists are scarce. Aside from this, other brands with online platforms, like Lenscrafters, have added online booking options for eye exams. This way, consumers can easily schedule their in-person test without having to make the appointment in person. In many cases, online booking features also include helpful information, such as the nearest store locations and what to expect during the exam. This helps the customer better prepare ahead of time.