Google’s AI Now Lets You Virtually Try on Clothes and Makeup 💅

Love the idea of virtually trying on clothes? Now imagine doing the same with makeup 💄.

Hi there, and welcome to The Ecom Press 🗞️! 

This week, Google steals the spotlight with AI-powered virtual try-ons for fashion and beauty, plus potential ad placements in its newly launched AI Mode for search. Meanwhile, Lowe’s teams up with OpenAI to roll out an AI shopping assistant, aiming to transform DIY home improvement 🏡.

It’s an AI-packed week in ecommerce—so let’s get into the heat 🔥!

In a rush? Here's the juice🤭:

💅 Google’s AI now lets you virtually try on clothes and makeup.

📺 Google plans to put ads in AI mode.

🤖 Lowe partners with OpenAI for better home improvement shopping.

🥊 Face-Off: Shopify vs. Etsy - Which Platform Should You Sell On?

⚡️Worthy Mentions

💅 Google’s AI now lets you virtually try on clothes and makeup.

Google has just launched new AI-powered shopping features that make it easier to find the exact clothes you envision, try on makeup virtually, and see how pants and skirts fit before you buy. 

Whether you’re looking for a specific dress, testing celebrity-inspired beauty looks, or struggling with sizing for pants, Google’s new tools promise to simplify your shopping journey.

Here’s the lowdown ⬇️:

🔍 Vision Match: Google’s new Vision Match tool lets you describe a garment in natural language and generates a visual representation along with real-world shoppable options. Just type your description in Google Search or the Shopping tab and look for the “Can’t find it? Create it” prompt.

Google VP Lillian Rincon explains, “Consumers are finding new ways to embrace AI, and we’re helping them bridge the gap between inspiration and product discovery.”

💄 Virtual Makeup Try-On: Instead of testing one lipstick at a time, Google now lets you try on a complete beauty look—including foundation, blush, mascara, and lip gloss—all at once. 

Users can search for makeup trends like “soft glam” or a celebrity’s red-carpet look and get AI-generated product recommendations. Participating brands include Fenty Beauty, Dior, Laura Mercier, Pat McGrath, and more.

👖 Virtual Try-On Expands to Pants & Skirts: Finding the right pants online is a struggle—59% of shoppers say sizing is their biggest challenge. Google now allows users to see how different styles of pants and skirts look on a diverse range of models (XXS-XXL) before making a purchase.

The AI even adjusts the styling and fit to match real-life proportions, showing the full outfit down to the shoes.

Why it matters 🤨

As we've seen in the past weeks, AI is reshaping ecommerce experience and significantly influencing shopping behaviors. As such, it only makes sense to consider optimizing your products for AI-powered discovery, and of course, virtual try-ons, if you have the resources. 

📺 Google plans to put ads in AI mode.

Google is considering introducing ads in AI Mode, its newly launched conversational search experience that processes multiple queries at once to deliver a deep, chat-like response.

Here are the deets ⬇️: 

While AI Mode is currently ad-free, Google has confirmed it will "leverage learnings" from the ads in AI Overviews—the AI-generated summaries that sometimes appear at the top of search results.

Ads in AI Overviews are sourced from Search and Shopping campaigns, appearing beneath the AI-generated response with a “Sponsored” label. Advertisers don’t control placement directly; Google algorithmically selects which ads appear based on relevance.

⚠️ Advertiser Concerns: AI Mode May Not Deliver the Same Results

Ad buyers are skeptical about how effective ads will be in AI Mode. Experts point out several challenges:

• Intrusiveness: AI Mode is designed to keep users engaged in a conversation. Ads might disrupt the experience rather than naturally fit in.

• Lower Click-Through Rates (CTR): Since AI Mode provides detailed answers within the chat, users may not feel the need to click on external links.

• Higher Costs: AI-powered search experiences could be considered premium inventory, meaning ads may have a higher cost-per-click (CPC) but lower conversion potential.

• Unclear Auction Dynamics: Google has not disclosed how ad placement and bidding would work in AI Mode, making it difficult for advertisers to plan their strategy.

📢 Expert Take

• Melissa Mackey, Head of Paid Search at Compound Growth Marketing, believes that while ads in AI Overviews are effective, the same may not apply to AI Mode. She warns that advertisers “will need to get creative” to capture user attention.

• Navah Hopkins, an executive at Optmyzr, echoes these concerns, predicting that click-through rates will drop since AI Mode is designed to answer questions comprehensively within the chat itself.

Why it matters 🤔

While Google is pushing AI-powered search experiences, it raises concerns for advertisers if people will still click. In fact, organic traffic and paid visits are already taking a hit, considering the recent lawsuit Chegg filed against Google for hurting its traffic with AI Overviews. So it’s a valid concern for brands if fewer users ever leave to visit external sites, talk less of getting clicks.

🤖 Lowe partners with OpenAI for better home improvement shopping.

Lowe has introduced Mylow, an AI-powered home improvement assistant built with OpenAI. Exclusive to MyLowe’s members, it offers instant DIY guidance, project planning help, and product recommendations through a conversational interface.

Here’s the scoop 🍨:

Mylow can help users with tasks like lawn care schedules, renovation advice, appliance selection, and even product comparisons. The AI also connects users directly to relevant Lowe’s products and allows customization based on budget and location.

💡 How It Works

• Mylow delivers real-time answers to home improvement queries, such as:

  • "When should I plant grass seed?"

  • "How do I measure my kitchen for a new floor?"

  • "What’s the best washer and dryer for saving energy?"

• The AI assistant links answers to Lowe’s product recommendations, streamlining the shopping process.

• Currently available on desktop and mobile web, with voice support and app integration coming later this year.

🏡 Lowe’s Growing AI Investments

Mylow is part of Lowe’s broader tech-driven strategy, which includes:

• Lowe’s Digital Home Platform: A tool for tracking warranties, manuals, and maintenance schedules for household items.

• Lowe’s Product Expert: A custom GPT model offering AI-generated product recommendations.

• Augmented Reality (AR) tools like "Measure Your Space" for iPhone room scanning and kitchen visualization for Apple Vision Pro.

Why it matters 🤷‍♂️

AI-powered shopping assistants are trending, and with their increased adoption, customer expectations will drastically change. Eventually, we’ll see a lot more self-service customers and upselling strategies that could increase average order value without any aggressive marketing tactics. 

Think about it—visibility will definitely not happen only on search results pages but also within AI-driven conversations.

🛎️ The Ecom Press Insider

Ecom Fact: Nearly half of shoppers now use AR to enhance their shopping experience, enabling virtual try-ons for clothing and accessories and even previewing furniture in their space before buying (Source: Finch).

With widespread AR adoption, brands could significantly reduce return rates, leading to better purchase confidence and fewer post-purchase regrets 😁.

🥊 Face-Off: Shopify vs. Etsy - Which Platform Should You Sell On?

Choosing the right ecommerce platform is like picking the perfect storefront. Today, we’re putting Shopify and Etsy head-to-head to see which one is the best fit for your business. Come along!

🚀 Ease of Use: Getting Started

• Etsy: The clear winner if you want a quick and easy setup. Since Etsy is a marketplace, it comes with built-in traffic—meaning no website building and no marketing required to attract shoppers. If you’ve ever listed something on eBay, you’ll feel right at home.

• Shopify: More customization, but a steeper learning curve. Unlike Etsy, Shopify is a standalone store, meaning you’re in charge of driving traffic. However, if you’re looking to build a long-term brand, Shopify is worth the extra effort.

🏆 Winner: Etsy (if you want an easy start), Shopify (if you're in it for the long haul).

🎨 Customization & Branding

• Shopify: The hands-down winner here. With hundreds of themes, Shopify apps, and advanced customization features, you can create a unique, branded experience. Plus, you own your store, giving you full control over design, upsells, and customer interactions.

• Etsy: Limited customization. Your store will look like every other Etsy shop since Etsy prioritizes a uniform shopping experience. While there are some premium customization options, it’s nowhere near Shopify’s level.

🏆 Winner: Shopify—if branding and control matter, this is the way to go.

💰 Pricing & Fees

• Etsy: Charges $0.20 per listing and a 6.5% transaction fee on every sale, plus payment processing fees (~3%). These fees add up quickly, making Etsy costlier for high-volume sellers.

• Shopify: Starts at $29/month for a full ecommerce platform with no listing fees and lower transaction costs. If you’re selling more than a few hundred dollars per month, Shopify ends up being cheaper in the long run.

🏆 Winner: Shopify—Etsy is cheaper upfront, but costlier at scale.

📢 Marketing & SEO

• Etsy: Built-in audience, but fierce competition. With 500M+ monthly visits, Etsy can bring traffic to your store without spending a dime on marketing. However, since shoppers can compare your products to competitors side-by-side, standing out is tough.

• Shopify: You control your marketing, meaning you can build your brand through SEO, social media, and paid ads. Shopify ranks on Google, and with the right strategy, you can drive long-term organic traffic.

🏆 Winner: Etsy (for instant traffic), Shopify (for long-term growth).

🤔 So, Which One Should You Choose?

If you want an easy, low-risk start and don’t mind the fees, Etsy is a great choice. But if you’re looking to build a long-term brand, scale your business, and own your store, Shopify is your best bet.

Want a deep dive into the full comparison? Check our full YouTube video for a detailed breakdown of both platforms 🎥! 

⚡️Worthy Mentions

• eBay leverages generative AI to enhance buyer recommendations and boost sales.

• Shein introduces “Trend Stores” to offer guided product discovery for easier shopping.

• OpenAI's premium AI Agents could cost Up to $20,000 monthly for PhD-level research.

• Trump hints at possible TikTok ban extension, sale talks with four groups ongoing.

• YouTube rolls out a $7.99 Premium Lite plan for mostly ad-free videos.

Wrapping up…

We’re gradually witnessing a shift in ecommerce 🌪️. 

We’ve gone from focusing on SEO, paid search, and product discovery to figuring out how brands can stay visible in AI-driven search and conversations 🗣️.

Whatever happens, staying ahead is key—and that’s exactly why we’re here 🤗!

So, if you haven’t already, hit the subscribe button, and we’ll catch you next week with the latest buzz ⚡!

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