eBay.co.uk has updated its fashion app for the iPhone 4 to include an augmented reality element which allows customers to virtually try goods before they buy.

The feature, know as “See It On” Sunglasses, was launched to coincide with the software update of its existing fashion app for the iPhone.

The app enables shoppers making purchases on their smartphone to virtually inspect themselves wearing the goods, add clothes to a limitless inventory and share trends with friends using the eBay shopping portal.

The technology allows 3D virtual images to appear to be added to the real world when viewed through camera phone screens and smartphones.

A spokesperson for the online marketplace said, “The fashion app makes it easier than ever to indulge in your passion for fashion anytime, anywhere and become your own online stylist.

“Fashion lovers have been flocking to eBay mobile apps, snapping up 13 pieces of clothing, pairs of shoes and accessories every minute worldwide.”

Augmented reality technology is being embraced by the retail community, with companies such as Tacori and Marks & Spencer currently investigating its potential.

It is only a matter of time before the major players in the market follow suit and find out how the technology can enhance the user experience.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit www.locayta.com