eBay said it has acquired PhiSix Fashion Labs, a company based in San Francisco that can make the shopping experience better for those who see the process of online shopping as too risky and complicated.
The PhiSix buy will give eBay shoppers a virtual fitting room where they can see how clothes might look on them.
"PhiSix's technology enables consumers to understand the fit and movement of clothes in an online shopping environment. Consumers can experience the merchandise in a more efficient and impactful way, which we believe will drive sales for retailers and create a delightful experience for shoppers," said vice president of innovation and new ventures of eBay, Steve Yankovich.
PhiSix was established by research scientist Jonathan Su in 2012. Su worked for Intel and has a doctoral degree from Stanford University in computer science. The founder and chief executive of the company has also partnered with Hollywood firms such as DreamWorks and ILM to inject life-like special effects in their productions. The small team of the company is also known for its 3D models of shirts, dresses, jeans, and other kinds of clothes based on pattern files, photos and other materials.
"This is an exciting opportunity for us to bring PhiSix's expertise to one of the world's leading commerce platforms. We believe today's acquisition will help us better scale our expertise and meet the needs of digitally-minded shoppers and create new customer experiences for the eBay Inc. portfolio," said Su.
The virtual fitting room PhiSix will bring into the shopping experience might help address worries of consumers who want to buy clothes online. Shoppers at eBay will be able to input their measurements and the new technology will be able to recommend the right size for them and even simulate how the clothes will look and fit.
Aside from how well the clothes look on them, consumers will also be able see how they will look while walking in other settings such as in a golf club or on the streets.
eBay might also be hoping to lower its rate of item returns from shoppers who are not satisfied and return the clothes they buy. It also hopes to use the technology for other products, be it online or in physical stores. This should help the company to rake in a good chunk from the $64.5 billion apparel and accessories e-commerce sales forecast for 2014 that is expected to hit the $88 billion mark by 2016.
The financial details of the PhiSix Fashion Labs purchase has not been disclosed.
