Rolling out over the coming weeks, the AI-powered Try On tool allows users to upload a full-length photo of themselves and digitally preview how clothing and footwear could look on their bodies before making a purchase.

The feature works across Google Search, Google Shopping, and Google Images, turning product discovery into a more personalised and interactive ecommerce experience at a time when shoppers increasingly expect retail journeys to feel as seamless as social media browsing.

Users can virtually try on tops, bottoms, dresses, and shoes—including sneakers, loafers, and heels—directly from apparel product listings. 

They can also save looks, compare outfits, share results with friends, and click through to merchants’ websites to complete purchases.

The tool is powered by Google’s custom-built fashion image generation model, which is trained to understand body shapes, garment movement, fabric textures, and how materials naturally fold, stretch, and drape across different poses.

Rather than placing static clothing overlays onto photos, the system generates a more realistic visualisation of how items may actually appear on the user.

Google said the feature connects to the billions of apparel listings within its Shopping Graph ecosystem, further strengthening the company’s ambitions to make Search a more transaction-ready shopping platform.

The Try On feature will roll out in Singapore across Google Shopping and apparel product listings in the coming weeks.

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The free listing has been available in India and Indonesia since 2019 and was earlier introduced to the United States in April as part of its COVID support to retailers.

“For retailers, this change means free exposure to millions of people who come to Google every day for their shopping needs, regardless of whether they advertise on Google. For shoppers, it means more products from more stores, discoverable through the Google Shopping tab. For advertisers, it means paid campaigns can now be augmented with free listings,” said President of Google for APAC Scott Beaumont on a product update.

Google said the time of the pandemic changed the way people shop and sell in the region. According to Google analysis, 53% of online shoppers in APAC stated that they’ll choose to buy online more frequently after the pandemic, while almost 40% who weren’t online shoppers before said they intend to continue buying online.

To help retailers adjust to the changes, Google will be offering skills training through its dedicated learning resource Grow with Google. Google will also be sharing research and insights on its market research platform Think with Google to inform retailers’ business decisions.

In addition, Google has launched a playbook and webinar series on how to better manage digital storefronts. It will also be working closely with a number of partners to help merchants manage their products and inventory; this includes global partners like eCommerce platform Shopify, and those across the region such as Vietnam-based SEO website design platform Haravan, eCommerce Shopline in Taiwan and Hong Kong, and Thailand’s eCommerce business provider LnwShop.  

The free listings will be automatically applied to retailers already registered on its Merchant Center and those currently using Shopping Ads, while for new registrants, Google will continue working to streamline the onboarding process over the coming weeks.

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