Virtual Try-On (VTO) technology has emerged as a transformative solution in e-commerce, addressing long-standing issues such as the lack of tactile experience and high product return rates. By using augmented reality (AR), computer vision, and artificial intelligence (AI), VTO tools enable customers to visualize how clothing, cosmetics, and accessories look on them before purchasing. This paper explores the technological landscape, real-world applications, market implications, consumer psychology, challenges, and future directions of VTO in online retail. As consumer expectations evolve and digital innovation accelerates, VTO stands at the forefront of redefining personalized online shopping.
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