Omnichannel will dominate eyewear retail in 2026, blending digital and physical for convenience. Optical stores will remain key for trust and service, while e-commerce grows to 14% of global sales, driven by try-on tech, affordability, and social commerce in Asia. Amazon’s entry with Optics signals disruption, pushing established players towards AR/tech eyewear. Asia Pacific leads e-commerce with sales of USD7 billion, fuelled by mobile tech and interest-based platforms.
Delivery
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Key Findings
A seamless omnichannel approach will remain dominant
An omnichannel approach to shopping for eyewear is expected to remain dominant globally, integrating digital and physical touchpoints for a seamless online journey. The eyewear industry will continue to be shaped by consumer demand for convenience and ease. Consequently, in the short term, an omnichannel presence for all serious eyewear contenders will be key.
Physical stores remain a vital channel for consumers
Optical goods stores continue to be consumers’ preferred channel in offline retailing of eyewear, driven by brand equity and trust, and the availability of professional advice and customised services. Despite the rise of e-commerce, the vast majority of retail sales still occur offline.
E-commerce continues to focus on tech, convenience and price
E-commerce continues to evolve in eyewear, accounting for 14% of total global eyewear retail sales in 2025. The evolution of consumers’ habits following the COVID-19 pandemic, combined with the increasing digitalisation of the eyewear industry, such as try-on tools, along with affordable pricing and the convenience factor, have benefited e-commerce in eyewear. In Asia, the rise of social commerce is also starting to play a role in shaping eyewear e-commerce.
Amazon Optics’ 2025 entry marks an important development
Amazon’s entry into the eyewear market in 2025, with Amazon Optics, is a significant development for the industry. The company’s reputation for efficient delivery, competitive pricing and tech innovations (eg smart glasses) makes it a potential threat in the long term. Established players will be forced to adapt their strategies and invest in AR/tech eyewear.
Asia Pacific overtakes North America in e-commerce sales
Asia Pacific has taken the lead in retail e-commerce, overtaking North America in 2024, with value sales exceeding USD7 billion in 2025. Growth has been fuelled by advances in digital and mobile technologies in the region, consumer demand for convenience, retailers adopting omnichannel approaches, and emerging brands growing through interest-based e-commerce platforms.
Key findings
Key facts to share
Amid economic pressures, consumers gravitate to quality, health and convenience
Global value sales growth continues in 2025, albeit at a slower rate
Switzerland leads per capita spend on eyewear, while coloured lenses boom in Asia
Myopia control products see fastest value growth, while spectacles remain top category
Rising incomes and urbanisation fuel growth in Asia, Latin America and Eastern Europe
Eyewear consumption patterns vary across categories and generations
Offline retail stays dominant, while investment in omnichannel is key for future growth
Robust growth across online and offline channels in global eyewear over 2020-2025
Optical stores lead, benefiting from quality demand; hypermarkets succeed on price
Warehouse clubs see growth by appealing to budgeteers; apparel specialists diversify
Optical goods stores capitalise on consumer demand for expertise and one-stop shop
Staples’ destination for work and lifestyle strategy expands to include eyewear
Rising costs continue to push consumers to look for cheaper options like private label
Japanese JINS opens concept store in US offering 30 minute on-site dispatch of glasses
E-commerce makes a shift to social commerce with key focus on convenience and price
Aqualens uses social media in India through a robust influencer marketing strategy
The US leads the global e-commerce market, while sales are surging in China
Could Amazon’s entry in eyewear in Germany pose a threat to local competitors?
Sunglasses and contact lenses outperformed spectacles in e-commerce 2020-2025
Asia Pacific drives e-commerce expansion, surpassing North America
Online Indian retailer Lenskart’s 2025 IPO funds earmarked for investment in technology
Evolution of distribution within retailing in eyewear
Recommendations/how to win
Eyewear
Eyewear is the aggregate of contact lenses, spectacles and sunglasses.
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