The American retail giant announced Thursday that the intention of the acquisition is to improve the shopping experience for customers on its website.

”Virtual try-on is a game-changer and solves what has historically been one of the most difficult things to replicate online — understanding fit and how an item will actually look on you,” Denise Incandela, Walmart executive vice president of apparel and private brands said in a statement. “Zeekit will help us deliver an inclusive, immersive and personalized experience for our diverse customer base.”

Zeekit allows shoppers to see digital products on themselves after they upload photos using augmented reality technology. The Israel-based company already offers virtual try-on software to Tommy Hilfiger, Adidas and Farfetch.

As more consumers move to online shopping, brands are increasingly eyeing technology to make the e-commerce experience better. In March, Snap bought Fit Analytics, a Berlin-based fit technology startup.