For decades, buying fashion online has been a gamble on intuition. Despite advances in photos, videos, and AI tools that simulate how garments fit, the sector—which, according to eBit/Nielsen data, moved over R$ 40 billion in Brazil in 2024 and grows more than 20% per year—still suffers from return rates reaching 35%, primarily due to the frustration of receiving something different from expectations, be it in size, fit, or product perception.
This challenge, which generates additional billions of reais in abandoned carts due to purchase insecurity, motivated the creation of TRY, a startup founded to break this cycle with a solution that eliminates the uncertainties of digital shopping.
With an unprecedented model, the marketplace allows consumers to receive desired items at home, try them freely for 48 hours, and only pay for what they decide to keep. The remainder is collected from the same address at no additional cost. The system eliminates the friction between desire and decision, restoring an essential element of fashion consumption: the experience.
The platform features a curated selection of stores ranging from avant-garde to established names: brands such as Gloria Coelho, Sarah Chofakian, Sophia Hegg, Zeferino, Neriage, Wasabi, and Amapô are already among the partners. Products maintain the same prices as those charged by the stores in their own sales channels, reinforcing the proposal's transparency.
The system offers two delivery modes: local, with delivery in up to 3 hours when the customer is within a specific radius of the chosen store, and standard, with traditional shipping times. For both modes, shipping will be free at the platform's launch.
TRY expands consumer access to previously inaccessible brands and redefines the convenience standard in fashion e-commerce. Now, anyone can have access to this experience without needing prior history with the partner stores or brands.
A significant portion of fashion brands already offer this type of service, but in an amateur manner and restricted to customers with whom they already have a relationship, which underscores how desired and necessary it is. The difference is that, with TRY, the model gains scale and becomes digital: partners offer the try-on experience to an ever-growing user base. Furthermore, the platform handles the entire process—from logistics to payment—and takes responsibility for the products while in transit, ensuring complete security.
The model also allows partners to rethink their investments in physical stores by bringing the fitting room experience directly to the consumer's home.
Soon, TRY will expand its impact by boosting the circular fashion universe, which, according to a BCG report, is growing three times faster than the traditional market. By allowing consumers to try before they buy, the platform eliminates one of the main barriers in this segment: uncertainty regarding the fit and actual condition of unique pieces.
Preliminary data indicates the service has the potential to reduce returns by up to 80%, increase the average order value by about 30%, and double repurchase rates, achieving a conversion rate up to five times higher than the traditional e-commerce average.
“TRY breaks the paradox of fashion e-commerce: we created the first marketplace with a digital infrastructure that provides the real try-on experience. The platform eliminates consumer insecurity and scales partner sales with complete security,” states Roberto Djian, founder and CEO of TRY.
The company conducted a pre-seed round and is evaluating new funding to drive the next growth cycle, accompanying the marketplace's expansion and the advancement of new business fronts. Participants and amounts were not disclosed.
More than a marketplace, TRY represents the new technological foundation for digital fashion retail, opening a new sales channel for brands, manufacturers, stores, e-commerce operations, and other players in the segment. The platform is powered by artificial intelligence applied across multiple business fronts, raising the level of efficiency, personalization, and integration of the entire ecosystem.
With a beta version launch scheduled for November, the TRY website will be available at usetry.com.br, followed by the app. Operations will begin in the South and Southeast regions, with expansion to other regions soon.
TRY is born with the ambition to redefine the future of online fashion, uniting technology, operational sustainability, and human experience in a single ecosystem. The initiative could reposition Brazil at the forefront of e-commerce innovation in the world's leading consumer goods segment.
