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Google Pay users may soon be able to discover fashion and try clothes virtually

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Google Pay users may soon be able to discover fashion and try clothes virtually

Google Pay has begun piloting a personalised fashion and lifestyle shopping experience in India, allowing select users to discover clothing, explore outfit ideas and find products through visual search within the app.

The new experience is being rolled out to a limited number of users as the company gathers feedback, Google said in a blog post on November 2.

Users who have access to the feature can find it by tapping the Discover icon at the bottom of the Google Pay app. The section offers personalised fashion and apparel content based on users' preferences.

The experience also includes a virtual try-on feature that allows users to see how select clothing items may look and drape on them before making a purchase. Google said it plans to introduce pre-generated daily outfit suggestions in the coming weeks.

Users can also upload or click a photograph to find visually similar products across the web.

The shopping experience draws on Google's Shopping Graph, which the company said contains more than 60 billion regularly updated product listings. It also integrates visual search, virtual try-on technology and YouTube videos.

Once users select a product, they are redirected to the merchant's website to complete the purchase using their preferred payment method.

The feature is currently available only to a select group of Google Pay users. Those interested in checking access can update the app to its latest version and look for the Discover icon.

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