Google Expands Virtual Try-On to Shoes - and Expands Globally

Google Expands Virtual Try-On to Shoes - and Expands Globally

In a significant leap for online retail, Google has announced that its virtual try-on technology now extends to footwear, and that the feature will soon be available in Australia, Canada, and Japan. This marks a major shift in how consumers can preview shoes online, and how retailers might approach visual-commerce in the future.

What’s New: Shoes Meet the “Try It On” Button

Until now, Google’s virtual try-on feature allowed shoppers to virtually “wear” clothing items by uploading a full-body photo. Retail Dive+4The Verge+4Business Standard+4 With this update, the company is broadening the category to include shoes, sneakers, heels, boots, sandals. Retail Dive+2Yahoo Tech+2

Here’s how the shoe version works:

• The user taps a product listing in Google Shopping that supports the “Try It On” badge. PYMNTS.com+1

• The user uploads a full-length photo of themselves (preferably with good lighting and a clear pose) so that their body form is captured. Business Standard+1

• Google’s AI then renders the selected pair of shoes onto the user’s image, factoring in shape, depth, lighting, and perspective so the result appears realistic. Retail Dive+2Yahoo Tech+2

• The generated image can be saved or shared, allowing the user to compare options before purchasing. PYMNTS.com+1

Global Expansion: Australia, Canada & Japan

Alongside the new footwear feature, Google is expanding its try-on technology beyond the U.S. In the coming weeks, shoppers in Australia, Canada and Japan will gain access to both the clothing and shoe virtual try-on experiences. DMR News+2TechCrunch+2

This marks a sizable expansion of the feature’s availability and signals Google’s intent to make virtual fitting global, not just a U.S. experiment.

Why This Matters: The Retail & Consumer Implications

For consumers:

• Trying on shoes virtually can reduce uncertainty in online shopping: How will that sneaker appear on your feet? Will the heel look right with your outfit? Now you can preview it.

• It may reduce returns. When shoppers can see a realistic representation of how a product looks on them, they may feel more confident, and returns, which are costly for retailers, might drop. Retail Dive+1

• The experience becomes more personalised: instead of just seeing shoes on models or generic feet, you see them on you.

For retailers and brands:

• The “Try It On” badge and feature can become a differentiator in crowded e-commerce marketplaces.

• Google’s data suggests users who virtually try on items share such images “significantly more than standard product listings.” Retail Dive+1

• As virtual try-on becomes more mainstream, brands may invest more in 3D modelling, improved product imagery, and ensuring their items are compatible with the technology.

For Google and the tech ecosystem:

• This furthers Google’s larger AI-and-shopping push. At its 2025 I/O conference, Google announced features like AI-Mode shopping, agentic checkout, and mix of generative and perceptual AI in commerce. TechCrunch+1

• Expanding the category from apparel into footwear (and potentially accessories next) showcases Google’s ability to handle more complex items. Shoes require handling of foot shape, perspective, shadows, and texture in ways that certain apparel may not.

• Global rollout means more data, more user-feedback, and stronger competitive positioning against other online retailers or platforms (e.g., Amazon, Shopify merchants) using similar tech.

Some Things to Watch & Consider

• Accuracy & realism: While the tech is impressive, it's still an approximation. A virtual image of shoes on a body doesn’t account for feel, materials, fit comfort, or how a shoe might look in real movement.

• Privacy & data concerns: Users must upload photos of themselves; questions around how those images are stored, used, or deleted remain. Google will need to address trust and consent.

• Device and retailer support: The experience may depend on device/browser capabilities, the retailer listing being enabled for the feature, and the product metadata being well tagged. Some shoes may not yet support the badge. Channel News+1

• Shifts in consumer behaviour: Will users adopt “see-it-on-me” virtual try-on as a routine step before purchasing shoes online? Adoption curve will matter.

• Return on investment (ROI) for brands): Brands will evaluate how much having this feature drives conversion, reduces returns, or improves satisfaction.

What’s Next? A Glimpse into the Future

With this expansion, we might expect:

• Integration of motion or video try-on, where you see how shoes look while walking or turning. (Some hints via Google’s Doppl app.) DMR News+1

• More inclusive modelling: support for various body types, foot sizes, standing poses, and real‐world contexts (e.g., shoes on carpet vs concrete).

• Expanding to other product categories: maybe hats, bags, eyewear with preview on the user’s image.

• Potential in-store hybrid: physical stores may use Google or partner tech to offer “see yourself in shoes” virtual mirrors or kiosks.

• Enhanced analytics: Brands may get data on what virtual try-on options users prefer, share, or save, informing design and inventory decisions.

Bottom Line

By extending virtual try-on to shoes and expanding globally, Google is pushing the boundaries of how we shop online. What used to be a model photo and standard listing is now a personalised preview of how that item might look on you. For consumers, it’s more confidence; for retailers, it’s a tool for differentiation; and for Google, it’s another step in redefining search, shopping, and AI-driven retail.

As the feature becomes more widely available, it will be interesting to see how quickly users adopt it, how brands capitalise on it, and whether virtual try-on becomes an expected standard rather than a novelty.