Smart mirrors in retail: shopping experience with a digital reflection

A digital mirror displays virtual clothing on a model, while a person in the foreground holds a yellow blouse; Copyright: Messe Düsseldorf/A. Wiese

23.07.2025

Smart mirrors will be among the most exciting innovations in brick-and-mortar retail in 2025. What was once a mere gimmick is now high-tech with a clear goal: to optimize the shopping experience, increase sales, and delight customers. Especially in the fitting rooms of fashion and sports stores, they create a completely new connection between digital advice, interaction, and convenience.

Value-added functions: interactive and connected

Modern smart mirrors are equipped with touchscreens, cameras, RFID technology, and software solutions that enable product data, virtual fittings, and communication. In practice, this means:

Interactive product information: Customers receive details about materials, available sizes, colors, and stock levels directly on the mirror – including reviews.
Virtual fitting via augmented reality: Clothing items can be tried on digitally using the customer's own reflection, without having to change clothes. This saves time and makes purchasing decisions easier.
Personalized recommendations: Based on preferences, previous purchases, or current trends, the mirror suggests suitable outfits.
Omnichannel interface: Many systems are even connected to online shops and branch networks. This allows inventory to be displayed across the board and items to be reordered for fitting or purchase.
Entertainment included: Music streaming, social media, or beauty tutorials turn the fitting room into a feel-good space.
Service communication: Employees receive notifications on their mobile devices about which garments or accessories should be brought to the fitting room for trying on.

Solutions and providers for digital marketing

Discover digital marketing solutions for loyalty management, mobile marketing, and location-based services – complemented by products such as digital signage, screens, and LED walls, POS kiosk systems, smart changing rooms, and in-store audio.

To the exhibitors in the product category: digital marketing

Consulting 4.0 – using the example of POLYTOUCH® MIRROR

A man with a beard and glasses taps on a large, illuminated screen displaying various items of clothing while standing in a store; Copyright: Adobe Express, AI-generated

Pyramid's “magic mirror” exemplifies how far technology has come today. Its frameless design, a 32-inch touch display with high brightness, and integrated Intel Core technology make it a real experience. Customers can navigate through the product range using touch gestures and call sales staff via a help button to try on specific items. The multilingual user interface is particularly practical for international target groups.

In addition, the Smart Mirror supports the concept of self-service. It functions simultaneously as a virtual shelf, advisor, and even a payment station. For modern stores, it is a true all-in-one solution.

Smart mirrors: opportunities and challenges at a glance

Advantages for retailers

Improving both consulting expertise and service quality

Efficiency gains through digital product range overviews

Greater convenience in the shopping experience for customers

Potential increase in sales through cross-selling and upselling

Challenges for retailers

Costs: Acquisition and implementation are still relatively expensive

Data protection: Cameras and personalization require strict measures to protect sensitive data

Maintenance: Touchscreens and technology require regular maintenance

Usability: An intuitive user interface is essential – otherwise, the system will not be used

Market with a future: Forecast until 2034

According to recent market surveys, the global smart mirror market was estimated at around USD 1.8 billion in 2024. By 2034, the volume is expected to grow to USD 6 billion, representing an average annual growth rate of just under 13 percent. The growth drivers are clearly technological advances in display and sensor technologies and the trend toward individualization in retail.

Technology innovations are shaping the retail industry, from back-office processes to checkout in the customer journey. Find the right solution for you and benefit from a wealth of industry expertise – from February 22-26, 2026 at EuroShop in the EuroCIS – Retail Technology dimension.

Smart mirrors are the dazzling star of the changing room

What used to be considered a futuristic gimmick is now developing into a serious solution in smart retail. Intelligent mirrors transform the classic changing room into a digital experience space and create seamless connections between online and offline retail. For retail companies that take omnichannel concepts seriously and want to digitally upgrade their stores, smart mirrors are no longer a question of if, but when.

Sources: Pyramid Product info Polytouch Mirror, Global Market Insights Analysis

Portrait of Sandra Katzenberger, member of the EuroShop editorial team, with long, wavy, dark blonde hair and a friendly look; copyright: beta-web GmbH

The portrait was AI-generated.

Author: Sandra Katzenberger | EuroShop.mag

As part of the EuroShop editorial team, Sandra Katzenberger contributes her many years of experience in the retail sector and looks at current developments and future trends in the retail world with a trained eye. Whether it's smart technologies, sustainable store concepts or innovative shopping experiences – her goal: to provide up-to-date, relevant and inspiring content for the global retail community.