Google is expecting more users to test out its virtual try-on tool in the coming weeks, as it teases more innovation and features in the future.
Speaking exclusively to Retail Week, Google Shopping product lead Praveen Krishnakumar said the team is hopeful for a “massive uptick” of users leveraging the virtual try-on tool as spring tends to be a time for an increase in fashion searches.
“Searches for spring wardrobe and spring outfits 2026 tend to spike, so we expect a spike in usage too,” he explained.
Google’s try-on tool has been a feature in the US for nearly a year, but was first introduced to the UK in December 2025. We also tried out the feature when it first launched.
It doesn’t promise to provide an actual fit of any garment, but is described as a ‘vibe check’ to give a sense of how fashion items might fit your personal style.
Krishnakumar also teased that more is to come as Google Shopping plans to enhance features: “Right now (virtual try-on) is purely apparel and shoes.
“We are working on innovating the space more, as feedback from the users has been exceptional. We’ve been continuously iterating and making sure users get the best technology.
“In the US, 70% of users said virtual try-on made the shopping experience fun, so we want to keep investing and innovating.”
Research from Google also revealed that 43% of Brits said they would return fewer items if they could virtually try clothes on first. A further 48% said if they could virtually try on clothes, then they would be more likely to try on different styles.
OpenAI’s ChatGPT also revealed this week that it is launching visual shopping upgrades, allowing users to visually browse items, upload images to match styles and compare options side-by-side.
For consumers, the upgrade will allow them to visually browse products, upload images for style-matching and compare options side-by-side with pricing and reviews.
Circle to search
Krishnakumar also provided a demonstration of Google’s ‘Circle to Search’ feature, which launched in February. He described it as one of Google’s “biggest innovations” that aims to help you find something “in the moment of inspiration”.
He explained: “I search for men’s spring outfits in the image tab, look at various options, then click the home button and the phone will light up. It then says circle or tap anywhere to search, and it will display the look featured. For example, a striped button down shirt, slim fit navy trousers and white sneakers.
“I click ‘find the look’ and Google AI helps to assist you on how you can get the look online.”
Users can then leverage virtual try-on to trial the look on their own image. This feature is currently only available on select premium smartphones and locations.
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