Women's retailer Phase Eight has become the latest fashion retailer to let customers "try before they buy" online.
Its online shop, designed by BT Fresca, features a "get the look" section where shoppers can clothe a virtual mannequin with goods from the store to see how they look together.
They can then order the entire outfit from shoes to hat with a single click.
Online customers can see product availability in real time, allowing them to change their minds if items are not available.
Several other retailers, including Mosaic, owner of the Karen Millin, Coast and Oasis brands, have a similar approach.