The eyewear retail industry is undergoing a major shift as it responds to changing consumer expectations and technological advances. With the US optical market valued at an estimated $65.6 billion in 2023, and about 93% of American adults regularly wearing some form of eyewear, retailers are expanding their offerings beyond just selling frames.
Today, many are introducing tools like virtual frame advisors and providing in-store eye health services, such as comprehensive eye exams and wellness consultations. These innovations are reshaping the shopping experience. Consumers now have access to personalized care that focuses on both style and eye health, marking a new era in eyewear retail.
Leveraging new technology in eyewear eCommerce
According to a 2021 report from the Vision Council, about 44% of American adults have turned to online platforms for their prescription glasses. This shift has changed eyewear shopping, with online optical stores aiming to provide a level of convenience that brick-and-mortar stores can’t always match. However, one challenge remains: online shoppers can’t try on frames in person, making it harder to visualize the fit and style.
To address this, top online retailers are leveraging virtual try-on technology, allowing customers to find specific glasses for face shape. This technology also lets shoppers see how different frames look on their faces through augmented reality. This feature increases confidence in making online purchases, especially for higher-end frames. Costa, for one, has introduced an advanced frame advisor tool that takes online personalization a step further.
Costa’s frame advisor works by allowing users to quickly scan their faces with their device’s camera. Afterward, users can select lifestyle categories that match their daily activities, such as “Everyday Tech,” “Sports Performance,” or “Beach Lifestyle.” This narrows down frames that complement unique needs and settings. Users can even input their skin tone to further refine their search, ensuring that frame colors are flattering. Once all the preferences are in, customers receive a curated selection of frames, which they can virtually try on, enhancing the online shopping experience.
The rise of “medtail”
Despite the growth of digital options, physical retail stores remain essential for eyewear sales, with many consumers still preferring in-person experiences. In response, retailers are expanding their presence in “medtail,” a hybrid of medical services in a retail setting. Medtail brings health services to convenient retail locations, empowering consumers to access basic medical needs, including eye care.
Retail giants like Walmart are leading the way in medtail. In addition to carrying eyeglasses, Walmart Vision Centers provide in-store eye exams. Walmart has also integrated tele-optometry into its services, allowing optometrists to serve multiple sites remotely where state regulations permit. In a Modern Retail article, a Walmart spokesperson noted that with 90% of the US population living within 10 miles of a Walmart, expanding telehealth services enhances their goal of providing quality care to underserved areas.
Walmart isn’t alone in the medtail space. Costco Optical also provides extensive eye care services, delivering affordable eye exams through independent optometrists. Since Costco’s optometrists are contractors, exam bills are separate from Costco membership fees, allowing anyone to access eye exams without needing a membership. However, purchasing glasses, lenses, or contacts from Costco does require membership, keeping certain benefits exclusive.
As these changes continue to redefine eyewear shopping, consumers benefit from an industry more in tune with modern needs, providing personalized, accessible, and comprehensive eye care. Whether online or in-store, eyewear retailers are rising to meet the expectations of an increasingly digital and health-conscious market.
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