Google launches an AI-powered Virtual Try-On in India, allowing shoppers to see how clothing and shoes look on their own bodies by uploading a photo.

The feature covers tops, bottoms, dresses, jackets and shoes, works across billions of product listings, and displays a visible “try it on” icon on eligible items.

Users can save favorites, revisit past looks, and share previews with friends, adding a social and personalized layer to online shopping.

An agentic checkout will roll out in the United States in the coming months, enabling automated purchasing on eligible listings.

Retailers and brands may benefit from clearer product visualization, potentially boosting online sales and reducing decision uncertainty.

Google’s Group Product Manager, Logan Kilpatrick, notes improvements to the Gemini app as part of broader AI-driven shopping enhancements.

The rollout targets Google Shopping, Google Images, and other product-result pages, with plans for broader brand and retailer integration over time.

The feature debuted in the US and is now available in the UK and India to streamline decision-making amid high online shopping volumes.

The move targets India’s fast-growing e-commerce market and could shift consumer behavior by linking online browsing with virtual try-ons.

The rollout aligns with India’s expanding virtual try-on ecosystem, joining rivals like Myntra, Lenskart, Nykaa, Ajio, Tata Cliq, and CaratLane in immersive shopping to boost conversions and reduce returns.

The article also highlights Fortune India’s latest issue and app, while focusing on Google’s try-on feature and its integration with Shopping Graph and price-tracking.

This development signals a broader shift toward AI-driven commerce and anticipates virtual fitting rooms becoming more common in Indian apparel shopping.