New technology is emerging every day, and as the optical industry continues to evolve, one trend is clear: patients and customers alike expect the convenience of online services. From booking appointments online, to choosing frames from the comfort of their own home, the expectations of modern eyecare consumers have shifted.

But how do opticians keep the personalised, human touch that defines excellent customer care while embracing the world of eCommerce? Let’s explore how opticians can successfully transition into online selling, without sacrificing what makes their service special.

Why eCommerce for Opticians is No Longer Optional

Digital transformation is not just a buzzword; it’s a necessity. According to Statista, the United Kingdom has the most advanced eCommerce market in Europe. In 2024, the country had nearly 60 million eCommerce users, highlighting just how important an online presence is for all sectors.

For opticians, this shift presents an exciting opportunity. Selling eyewear and contact lenses online allows practices to increase revenue by reaching a wider audience and improving convenience for existing patients. Examples of this are promoting second pair purchases online after they’ve purchased in-store. You know your customer and their prescription, so having this data makes it so much easier.

Contact lens reordering can also be administered from a trusted source very easily for patients, too. You can also offer a wider variety of sunglasses online than you could in-store, leading to more sales and improving customer satisfaction by offering more choice.

The demand is clearly there. A study by McKinsey & Company found that 71% of consumers expect companies to deliver personalised interactions and 76% even get frustrated when this doesn’t happen. For opticians, this means building online experiences that mirror the tailored service you provide in-practice.

The Challenges of Going Digital in the Optical Industry

Eyewear is a particularly personal product. Unlike many other online purchases, customers want to see how a frame looks and feels before committing. Additionally, prescriptions and frame fit need to be accurate, especially when it comes to varifocals or specialist lenses. We understand that this level of complexity has made many opticians hesitant to move online, but we have faced these challenges since 2008 and know how to handle them with ease.

But technology has advanced to the point where these challenges can be overcome. The key is choosing the right optician eCommerce platform, one that is tailored to the unique needs of the optical industry. Over the last 17 years, OptiCommerce has developed a unique understanding of the eyecare industry and the needs of ECPs. This has resulted in industry-leading solutions, with flexible Rx selection process, realistic VTO integration and online measurements.

Another concern is regulation and clinical accuracy. The General Optical Council (GOC) outlines specific guidance for online sales of optical appliances. Any platform you choose must support compliance, ensuring patients receive safe, appropriate care.

Choosing the Right Optician eCommerce Platform

Not all eCommerce platforms are created equal. Generic solutions like Shopify may work for more generalised retail, but opticians need something more bespoke. A purpose-built eCommerce platform should include:

• Prescription Integration: Allow customers to upload or enter their prescription accurately. Additionally, integrate their prescription into your practice management software, making the whole customer journey more streamlined and personalised. OptiCommerce partners with Ocuco to streamline this cross-platform functionality.
• Product Detail Pages: Reflect the intricacies of different lens options and coatings. Our eCommerce solution houses your range of frames within your website, rather than linking externally, therefore benefiting from greater search volume. This also makes it easier for your patients to find exactly what they’re looking for.
• Virtual Try-On: Enable customers to visualise frames on their face and try them on at home before they buy, adding a wow factor which will always leave the customer feeling impressed.
• Appointment Booking Integration: Connect online sales with in-store visits for frame fittings or eye tests. Customers can also reserve frames from this booking system, which will result in higher engagement and a more streamlined customer journey.
• Click-and-collect and returns functionality: Blend the best of online and offline service, providing a higher level of care for customers.

Platforms like OptiCommerce provide these features and more, ensuring opticians can deliver a seamless online experience while maintaining a strong level of customer care. OptiCommerce knows the industry and have done all the heavy lifting for you. We understand the needs of your practice, but also your patients, and our ongoing investment in optical-specific software and our team means we require minimal input from you to deliver strong results.

Virtual Try-On: Bridging the Gap Between Online and In-Store

One of the biggest game-changers in selling glasses online is virtual try-on for optics. According to Forbes, Virtual Try-On integration can boost sales by up to 30% and reduce returns by 20%, improving overall retail margins. For opticians, this means happier customers and less admin.

Virtual try-on uses augmented reality to simulate how frames will look on a customer’s face. It provides a fast and fun way to engage your customers and can also be incredibly accurate when deployed with the right technology. We partner with FittingBox, who are one of the leading providers of VTO software in the optical industry.

For customers who are apprehensive about buying glasses online, this tool helps restore confidence and mimics the in-store experience. Additionally, new innovations in AI are allowing virtual try-on tools to suggest frame styles that match face shape, skin tone, and lifestyle preferences, making the process even more engaging and precise.

Retaining the Human Touch in a Digital World

So, how do you sell glasses online without becoming impersonal? Here are some of the strategies we implement at OptiCommerce to help our customers keep the human touch online:

1. Personalised Recommendations: Use data from previous purchases or browsing behaviour to recommend frames and lens options tailored to the individual. Consider implementing a ‘virtual consultation’ – this allows customers to have a video conversation with someone at your practice who has access to their records and can make suggestions based off their prescription, PD, lens selection (blue light, thickness etc) and other factors.
2. Live Chat: Make it easy for customers to get answers by integrating live chat features. With the advancements of AI, we can train chatbots to be far more human-like, but also knowledgeable on optical-specific queries. If customers are still not satisfied, it saves time for your staff when replying because they will have all the context from the get-go.
3. Click-and-Collect Options: Let customers pick up their glasses in-store, where final fittings and adjustments can be made. This model is particularly well suited to our catalogue website solution and offers your patients both convenience and a personalised level of care.
4. Patient Portals and Online Records: Give patients access to their prescriptions, order history, and eyecare notes. This helps foster engagement and customer retention by enabling seamless re-orders.
   

Marketing your eCommerce Offering

Even the best platform won’t succeed without a solid digital marketing strategy. To drive traffic and conversions:

• Optimise your website for keywords like Opticians near me, [brand] names near me, glasses online, virtual try-on
• Use Google Ads and paid social campaigns to target local and national audiences.
• Engage with customers on platforms like Instagram and Facebook, showcasing new styles and sharing testimonials.
• Send email newsletters with exclusive offers, new arrivals, and educational content.
• Run SEO-optimised blogs around seasonal eyewear trends, eye health, or style guides.

Building trust online is essential. Include reviews, ratings, and plenty of visual content to show customers what they can expect. Video content, such as how-to guides or patient testimonials, can significantly increase engagement and dwell time.

Final Thoughts: Embracing the Future of Optical Retail

eCommerce for opticians isn’t just about selling eyewear and contact lenses online; it’s about delivering care in a way that meets the expectations of modern customers. With the right optical-specific tools and industry-leading strategies, opticians can provide a service that’s digital-first without losing the human touch at the heart of their practice.

At OptiCommerce, we help eyecare businesses like yours navigate this transition with tailored platforms, success-proven marketing strategies, and ongoing support. If you’re ready to explore the possibilities of eCommerce, let’s start the journey together.

Interested in launching or improving your optician’s eCommerce platform? Get in touch with OptiCommerce today and see how we can help you grow your practice online.