From Scroll to Shop: How Gen Z Demands Gamified Fashion with Virtual Try-On

TL;DR

For Gen Z, shopping is entertainment first. They expect fast, playful, social experiences not static pages. Research shows very high interest in AR among Gen Z, and that usefulness + ease + enjoyment drive virtual try-on (VTO) adoption [1][2]. Social habits amplify it: most Gen Z/Millennials shop via social touchpoints [3]. Well-executed VTO lifts confidence and lowers returns; poor realism or lag kills it [2][4].

Shopping as play

For Gen Z, shopping is entertainment before it’s a transaction. On TikTok and Instagram, they don’t just browse,they play: swipe AR filters, remix outfits, share looks with friends. That expectation now carries into fashion e-commerce.

VTO isn’t a novelty; it’s approaching baseline. Snap’s research reports very high (>90%) interest from Gen Z in AR features within the shopping experience [1]. When they can try things virtually, they don’t see a tool, they see part of the fun.

Why gamification matters

The difference between trying and playing is what keeps someone engaged. Evidence shows adoption of VTO depends on usefulness and ease of use, but also on enjoyment/hedonics, the “this is fun” factor that drives time-on-page and intent [2].

Those small interactions, switching colours, zooming, comparing looks, snapping a screenshot, create a loop of discovery → reward → share. For retailers, that loop turns into confidence, conversion, and fewer size-driven returns.

Social behaviour magnifies the effect. Bazaarvoice finds ~80% of Gen Z & Millennials shop via social touchpoints [3]. VTO is made for this world: it’s instantly shareable, so every “try” can become organic marketing.

The TikTok effect

TikTok has blurred lines between content and commerce. A trend surfaces; a filter spreads; shoppers discover, test, and purchase in a single session. VTO mirrors that journey: see a look → tap try → play with variations → post → check out, often within minutes.

That’s why VTO shouldn’t hide behind a secondary link. Put it front and centre on PDPs and in social hand-offs. When VTO is seamless and fun, it becomes culture, not just technology.

What Gen Z expects

Gen Z doesn’t lower the bar for digital. They expect realism, speed, and delight in every interaction. Studies show younger users treat VTO as self-expression as much as fit testing [2]. But expectations are tough: lag, weak realism, and friction are top adoption barriers, this audience abandons clunky flows immediately [4].

For fashion brands, the bar is clear: VTO must load fast, feel intuitive, and look authentic.

Why this matters for retail

Returns are one of fashion e-commerce’s biggest costs; fit uncertainty is a core driver. VTO tackles the uncertainty before checkout, raising confidence, reducing bracketing, and lowering size-related returns.

The sustainability angle matters, too. U.S. estimates suggest returns generate ~15–16 million tonnes of CO₂ and ~5–5.8 billion lbs of waste annually—directional evidence of the footprint at stake [5]. Every avoided return saves money, time, and emissions.

Market momentum

The VTO market is scaling quickly: valued at ~$9B in 2023 and projected to exceed $46B by 2030 (CAGR ~26%) [6]. Consumer demand is rising in parallel; multiple surveys show strong interest in AR try-on tools, especially among younger cohorts [1][7].

The new standard

Picture this: you see a trending jacket in your feed. Tap Try it now. Seconds later the jacket appears on you. Swipe to change colour, grab a screenshot, ask a friend, buy. That’s frictionless VTO, fast, playful, social, turning uncertainty into excitement and doubt into decision.

Brands that deliver this won’t just reduce returns. They’ll create loyalty, build trust, and stay relevant in culture.

Sources

1. RetailDive — Gen Z & Millennials rely on AR to overcome e-commerce’s blind spots (summary of Snap research on AR interest). 2022.
2. Chen, Y. et al. — Consumer Adoption of AR Virtual Try-On Technologies in Fashion Retail (usefulness, ease, enjoyment). Applied Sciences (MDPI), 2024. https://www.mdpi.com/2076-3417/14/24/11839
3. Bazaarvoice — How 80% of Gen Z and Millennials are fueling social commerce growth. 2023. https://www.bazaarvoice.com/blog/how-80-of-gen-z-and-millennials-are-fueling-social-commerce-growth/
4. Journal of Consumer Marketing (Sage) — AR in Fashion E-Commerce: Barriers to Adoption (lag/realism/friction as key barriers). 2025. https://journals.sagepub.com/doi/10.1177/0887302X251336483
5. Optoro — The Unsustainable Cost of Free Returns (US context: ~15–16 Mt CO₂; ~5–5.8 bn lbs waste). Accessed 2025. https://www.optoro.com/returns-news/the-unsustainable-cost-of-free-returns/
6. Grand View Research — Virtual Try-On Market Size, Share & Trends. 2023. https://www.grandviewresearch.com/industry-analysis/virtual-try-on-market-report
7. Netguru — Virtual Try-On Report. 2024. https://www.netguru.com/blog/virtual-try-on-report