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eBay snaps up PhiSix, a virtual fitting room startup

Good news, tech-savvy fashionistas. Shopping for clothes on eBay could soon become a more lifelike experience.

The auction site this week announced it has acquired PhiSix Fashion Labs, a computer graphics company that has developed technology that lets you virtually try on clothes to see how they'll fit, look, and move in real life. Financial terms of the deal were not disclosed.

EBay said it may integrate PhiSix's technology into its website and mobile apps, giving shoppers a better idea of whether they'll actually like a certain item before shelling out the money for it. This could help solve one of the most common online shopping problems — finding the right fit.

PhiSix's technology helps you determine fit with "physically accurate simulations of the garments" and can recommend a size for your body based on basic measurements you provide. EBay hopes this will reduce returns and provide a better user experience.

"PhiSix's technology enables consumers to understand the fit and movement of clothes in an online shopping environment," Steve Yankovich, vice president of innovation and new ventures of eBay, said 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."

The 3D technology can also be used in physical stores to let shoppers see how an item will look in various scenarios like walking down the street, or hitting a club, rather than just seeing it against the plain walls of a dressing room.

eBay said it believes it can integrate the technology "to power various online and physical store shopping experiences."

As part of the acquisition, PhiSix founder Jonathan Su and his team of three will join eBay'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," Su said. "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."

The acquisition comes after eBay in October launched a Pinterest-like feature called collections, which lets you create groups of products you like.