For all the hype about augmented reality (AR) and virtual reality (VR), how often have you seen a truly seamless online shopping experience that makes you think, “Wow, this is the future”? That’s the gap fashion eCommerce is still trying to bridge, and it’s what sparked some lively conversations at the London Fashion eCommerce Summit during the panel on “Fashion Forward Technologies.”
Moderated by Brad Houldsworth, Strategy Director at Remarkable Commerce, the session featured insights from:
- Alex Harley, Head of eCommerce, Percival Menswear
- Ben Flowers, Founder & CTO, formerly with 7879 and Astrel
- Christopher Macrae, VP of Sales EMEA, inriver
Here’s what they had to say about the tech trends shaping the industry—and why some innovations are worth the hype, while others might need a little more seasoning.
Augmented reality: The future is close, but not here yet
AR, VR and immersive shopping experiences sound exciting. But according to Alex Harley of Percival Menswear, the reality isn’t there yet.
Percival’s team has considered AR for their suiting category (to cut down on returns), but the technology doesn’t quite fit their lean, fast-paced setup. It’s a similar story for Ben Flowers, previously of jewellery brand 7879, who found that most AR tools for jewellery felt a bit clunky.
The potential is huge, especially for categories like jewellery and formalwear, where seeing the fit or shine before you buy is a big deal. The challenge? High costs, resource needs, and ensuring the tech actually enhances—not complicates—the shopping journey.
For AR/VR to work in ecommerce, it’s not just about visuals—it’s about creating a functional, intuitive experience that customers trust.
Alex Harley - Head of eCommerce, Percival Menswear
Buy now, pay later (BNPL) – a conversion booster
Payment options like Klarna and Clearpay have become popular with consumers, particularly younger audiences. For retailers, they’re an effective way to drive sales.
Alex shared that BNPL accounts for around 4–5% of Percival’s transactions, while Ben saw even higher adoption—10%—for high-ticket jewellery. Both panellists acknowledged the benefits of these payment options, including improved conversion rates and accessibility for shoppers. However, they also stressed the need for responsible implementation to avoid encouraging excessive debt.
Personalisation – a smarter way to engage with customers
If you’re not personalising your customer experience, you’re missing out on customer engagement opportunities.
Take Percival Menswear’s genius weather-based targeting: If it’s raining where you are, they’ll serve you an ad for their waterproof jackets. Simple. But also incredibly effective.
Why it works:
- It’s timely.
- It feels relevant.
- And it nudges you to make a decision when you’re already thinking about it.
Personalisation isn’t just about throwing recommendations on a homepage—it’s about creating moments that feel almost psychic. Ben Flowers highlighted the challenges of fragmented data and tracking limitations but pointed to emerging tools like Astral, which unify data streams and enable more effective customer segmentation.
Omni-channel strategies to create a consistent experience
Ever tried to return something you bought online to a physical store, only to be told, “Sorry, we don’t do that”? Frustrating, right?
That’s where omni-channel comes in—connecting every touchpoint so the customer experience is smooth and seamless.
Brands like Nike are killing it. You can browse products online, get inventory updates for local stores, and even use AR features in-store to try before you buy. It’s all tied together, making shopping feel effortless.
Even smaller brands are getting in on the action. Percival Menswear recently launched a VIP feature where customers can create wishlists online and have their picks ready for them in-store. The result? Higher conversion rates and happier customers.
Consistency across channels isn’t just for big retailers. With the right tools, even smaller players can deliver omni-channel experiences that build loyalty and trust.
Christopher Macrae - VP of Sales EMEA , inriver
What’s next?
If you’re wondering where all this is heading, the panellists had some solid predictions:
- Whether it’s hyper-personalised shopping experiences or smarter campaign attribution, AI is going to help brands unlock new levels of efficiency.
- Chris Macrae emphasised the need for brands to launch products and campaigns faster than ever, with clean, actionable data driving every decision.
- Tools like Yotpo are helping smaller teams compete with the big guys by making advanced tech more accessible.
Wrapping up…
The future of fashion ecommerce isn’t just about adopting new tech—it’s about using it to make life easier for your customers. Whether it’s AR, BNPL, or omni-channel strategies, the brands that succeed will be the ones that take small, thoughtful steps forward.
If you’re a brand trying to navigate the fast-changing ecommerce space, the message is simple: Start small, experiment, and always keep your customers at the centre.
