eBay Inc (NASDAQ:EBAY) has announced that it has acquired a company which will enable online shoppers to try on clothing virtually before they purchase it. The technology created by PhiSix could help reduce returns of clothing because users will be able to see not only how clothing fits, but also how it looks when they move around while wearing it.

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The acquisition comes as the debate about whether eBay Inc (NASDAQ:EBAY) should spin off PayPal into a separate company rages on.

eBay buys 3D graphics company

PhiSix creates computer graphics of 3D clothing models using photos, files of patterns and a number of other sources. The models show how certain pieces of clothing might look on different people. eBay Inc (NASDAQ:EBAY) did not say how much it paid to acquire the company.

“PhiSix’s technology enables consumers to understand the fit and movement of clothes in an online shopping environment,” said Steve Yankovich, vice president of Innovation and New Ventures of eBay, in a statement. “Consumers can experience the merchandise in a more efficient and impactful way, which we believe will drive sales for retailers and create a delightful experience for shoppers.”

eBay aims for “immersive shopping experience”

eBay Inc (NASDAQ:EBAY) said it could integrate PhiSix’s technology across its entire portfolio and even in physical shopping experiences so that consumers can make more informed choices about what they buy. The technology can also be used in stores, as the 3D models enable shoppers to use the virtual fitting room to look at the clothing in different scenarios, like while they are walking down the street or playing on the golf course, rather than just while they are in the physical fitting room.

As part of the acquisition, PhiSix founder and CEO Jonathan Su, formerly of Intel Corporation (NASDAQ:INTC), and his three team members will go to eBay Inc (NASDAQ:EBAY) as part of the company’s Innovation and New Ventures team.

“This is an exciting opportunity for us to bring PhiSix’s expertise to one of the world’s leading commerce platforms,” said Su in a statement. “We believe today’s acquisition will help us better scale our expertise and meet the needs of digitally-minded shoppers and create new customer experiences for the eBay Inc. portfolio.”

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