Online shopping has transformed the way we buy almost everything – including glasses. In fact, eyewear e-commerce is projected to be the fastest-growing distribution channel between 2024 and 2032.
In our latest whitepaper, we take a closer look at the online eyewear experience with a focus on trends, shopper habits and how EyeMed is staying ahead of the curve. Here’s a preview of what’s inside.
Online shopping differs across generations
Millennials and Gen Z lean headfirst into the convenience and variety of e-commerce platforms. Older generations, including Gen X and Baby Boomers, balance their online shopping with more traditional in-store experiences.
Consumer expectations are changing
As e-commerce rises in popularity, shoppers are expecting more from online retailers. Users expect a streamlined shopping experience that’s personalized and convenient. As a result, online eyewear providers are continuing to find ways to deliver an enhanced shopping experience.
Shopping online has distinct advantages
Compared to physical stores, online stores offer a wider selection of frames and brands. With tools and shopping data, many e-commerce platforms are able to offer personalized recommendations based on the user’s style and needs. By offering augmented reality (AR) tools, retailers are allowing consumers to see how frames look on their faces before they purchase.
EyeMed is leading the way
Recognizing the increasing trend of online shopping across generations, EyeMed is powering eyewear e-commerce through America’s largest vision network.
More choices for every style and budget
From value-priced options to iconic styles and brands, EyeMed gives members unparalleled selection. Our online and in-network providers6 include:
- Lenscrafters.com
- TargetOptical.com
- Glasses.com
- Ray-Ban.com
- Oakley.com
- ContactsDirect.com
- Frames Direct
Delivering a seamless experience
Beyond offering a wide range of styles and brands, EyeMed’s online providers make the shopping experience easy. Tools like virtual try-on and frame advisor help members find their perfect fit. While free in-store adjustments and pickup ensure that members who prefer an in-person experience can shop with confidence. And when it’s time to purchase, EyeMed members can apply their benefits in cart instantly with no paperwork or claims to file.
Committed to meeting members’ needs
The eyewear industry will continue to enhance their e-commerce offerings and adapt to consumers’ shopping habits. EyeMed is staying a step ahead, making it easier for members to browse a variety of frames, use their benefits and save. Ready to learn more? Download our latest whitepaper.
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1 “Eyewear Market Size, Share & Segmentation By Product; SNS Insider; snsinsider.com; February 2025.
2 “Consumer Shopping Trends and Statistics by the Generation: Gen Z, Millennials, Gen X, and Boomers;” Porch Group Media; July 2024.
3 “Entrepreneurs, Take Note: 9 Trends in Online Purchasing Habits”; business.com; September 4, 2024.
4 “The Role of E-Commerce in the Eyewear Industry: How Brands Are Breaking Traditional Barriers; International Business TTimes; ibtimes.co.uk; April 22, 2025.
5 Based on unique providers and unique locations. EyeMed Insight network data and analysis of competitors’ largest networks via competitor data. Spring 2024.
6 EyeMed and our online providers are owned by the same ultimate parent company, EssilorLuxottica.
