The global eyewear market is expanding, and much of its growth can be attributed to the industry embracing e-commerce.
According to market research firm Technavio, from 2024 to 2028, the global eyewear market will grow by $98.28 million at a compound annual growth rate (CAGR) of 9.19%. This expansion is fueled by the adoption of omnichannel distribution systems and digital marketing strategies tailored to tech-savvy consumers. Given today’s competitive online marketplace, the success of leading eyewear retailers offers valuable lessons for businesses looking to enhance their e-commerce platforms and drive revenue.
Various factors influence an e-commerce platform’s success, from website design to marketing and technological integration. Leading eye care brands have recognized these aspects and adopted innovative strategies to create seamless online shopping experiences. Below, we explore how three major players—ContactsDirect, Eyebuydirect, and Walmart Vision Center—optimize their platforms to remain ahead in the digital marketplace.
ContactsDirect: A model for user-friendly website design
According to Pew Research, 86% of consumers are willing to pay more for an exceptional customer experience, but one bad interaction can drive them away. Zendesk reports that up to 61% of customers switch providers after a single poor experience. This underscores the importance of building a website that is easy to navigate and encourages purchases.
ContactsDirect exemplifies this principle. The contact lens retailer’s website simplifies the shopping process, allowing customers to browse endless lens options, easily order contact lenses online, and input prescriptions or upload images of their prescriptions. This retailer boasts a broad range of lenses, including daily, weekly, and monthly disposables, as well as specialty lenses like multifocal, toric, and colored options.
Beyond its intuitive shopping interface, ContactsDirect supports customers with value-added features like a digital vision assessment tool, a professional locator for eye care services, and a blog filled with insightful articles. These elements cater to customers’ needs while ensuring they remain engaged with the brand.
Eyebuydirect: Driving traffic through social media marketing
As we discussed in a previous post, leveraging social media is a proven way to boost brand awareness and increase e-commerce traffic. Many brands achieve this by collaborating with influencers whose values align with their mission. Eyebuydirect has successfully implemented this approach, partnering with social media personalities to spotlight their affordable prescription eyewear and core values.
In 2023, Eyebuydirect celebrated Pride Month by launching its exclusive Forever Pride eyewear collection. The campaign featured influencers like comedian Noah Miller, trans youth advocate Ve’ondre Mitchell, and LA-based activist Iamfaith, who highlighted the collection and its connection to LGBTQ+ advocacy. Proceeds from the campaign supported The Trevor Project, an organization focused on suicide prevention for LGBTQ+ youth. These efforts not only drove sales but also demonstrated the brand’s commitment to inclusivity, resonating with a wider audience.
Walmart Vision Center: Embracing augmented reality for virtual try-ons
One challenge for online eyewear retailers is the inability for customers to physically try on products before purchase, which can lead to lost sales. To overcome this, many brands have turned to augmented reality (AR) technology, as seen in Walmart Vision Center’s virtual try-on feature.
Despite having thousands of physical locations, Walmart has invested heavily in its online retail channels to boost its bottom line. In line with this, the retail giant has added a tech tool that encourages users to virtually try on eyewear. Shoppers using the Walmart website or app can select the “try them on” icon on eyewear product pages. The feature allows users to virtually test more than 750 eyewear options and customize their lenses by uploading a prescription. With advanced facial scanning to measure pupillary distance and 3D algorithms to create digital twins of eyewear frames, Walmart ensures an accurate and engaging shopping experience.
Takeaways for e-commerce businesses
The success of these eye care brands reveals the importance of prioritizing customer experience, leveraging social media, and integrating technology into e-commerce strategies. Whether through user-friendly websites, meaningful influencer collaborations, or AR-powered shopping tools, businesses across industries can apply these lessons to optimize their online platforms.
If you found this article helpful, visit the Theme Circle website for more advice on setting up your online business.
