What: Walmart is acquiring Zeekit, a female-founded startup based in Israel, to offer virtual try-on experiences.

Why it is important: It offers a solution to what has historically been a problem for many online brands, and for retailers last year when fitting rooms closed.

Having a virtual try-on feature gives customers a better idea of how a clothing item fits them and whether it matches their features.

The technology is not new as both e-commerce and name brands have debuted capabilities that allow consumers to virtually test items before purchase and provide a more convenient shopping experience.

As AR (augmented reality) capabilities grow, more players will begin to offer it as a way to reduce returns in the future.

Walmart to acquire virtual fitting room startup