How Optometry Practices Can Compete with Online Retail Solutions

Recent trends show that patients with new eyewear prescriptions increasingly view online retailers as a competitive alternative to traditional optical stores. While 78% of consumers still purchase prescription eyewear in person from their exam provider, online optical stores have the power to defray from brick-and-mortar optical clinics through competitive pricing, convenience and variety.¹

Competing effectively means positioning your optometry practice as the go-to source for eyewear by delivering value and perks that enhance patient satisfaction and retention beyond what they can get online.

Optometry Marketing: Pros of Buying Eyeglasses at Optical Clinics

Online retailers may stand out due to low-overhead-enhanced pricing and perceived convenience, but you can differentiate your optometry practice by promoting the unique benefits you offer, such as a personalized patient experience, a range of price options and a streamlined ordering process — especially since 86% of eyewear purchases still happen in-store.¹

Market what sets you apart from competitors in ads, emails, social media and in-office advertising, and don’t hesitate to nurture professional relationships to enhance the breadth of patient care and expand what’s possible for each person through your practice.²

Be sure to promote services and features such as:

• Accurate measurements. Precise measurements like pupillary distance (PD) and optical center alignment are taken by professionals, reducing the risk of vision issues or discomfort.
• Eyewear quality. In-person shoppers have plenty of options, including brand names and a variety of price points.
• Fitting service. Professional input includes commentary about how a prescription will look in a certain type of frame and whether a shape or color will be flattering.
• Personalized customer service. Opticians are practiced in taking careful measurements and ensuring lenses are aligned properly. You adjust frames as needed for a perfect fit and comfort.

Drawbacks of Online Vision Retailers

Many consumers purchase eyewear online because they want a convenient option and lower costs. Consumers also report that the quality of glasses from online retailers has notably improved in prescription quality and impact resistance.² 

For many patients, though, the drawbacks of shopping online for eyewear may still outweigh the perks.² Online services can work in a pinch, but in-person eye care can deliver results in real time using state-of-the-art equipment. The following concerns are potential issues that individuals may experience when purchasing their glasses online:²

• Difficulty with complex prescriptions. Online services lack the in-person assistance needed to ensure a precise fit and optimal vision for patients with astigmatism, multifocal or progressive lenses or strong or complex prescriptions.
• Inconvenience. Trying on frames and returning them through the mail can take several rounds of back-and-forth, and patients may end up settling for the least frustrating option instead of the one that’s just right.
• Insufficient online eye exams. Some online retailers offer virtual eye tests; however, this is typically not an option for new patients or those who need an updated prescription. Optical patients at risk for macular degeneration, glaucoma or cataracts can miss out on critical eye health checkups by relying solely on online exams.
• No one-on-one treatment. Consumers can touch and try on frames before purchasing glasses through online options that deliver samples to their door, or they may enjoy the benefit of seeing how they look with a digital try-on. However, with online purchases, there is no optician to measure and evaluate the fit of the glasses and the patient’s prescription and eye health.
• Inaccurate measurements. To order glasses online, consumers face the difficulty of attempting to take accurate measurements themselves — or they may even find themselves at a brick-and-mortar optical clinic anyway to get the needed measurements.

Eyewear Purchase Trends

Consumers want high-quality eyewear at the best possible price, along with excellent customer service.² It’s a reasonable expectation, but can be challenging for optometrists to meet while also managing the demands of a full-scope practice, from conducting eye exams to competing with retailers whose sole focus is selling eyewear.

It’s good to know where you stand when it comes to vision choices. Vision Council’s recent Consumer inSights report found the following eyewear purchase trends:¹

• Comfort level. About 90% of Consumer Reports members chose to buy eyeglasses in person instead of online, often at the same location where they had their eye exam.²
• Contact lens habits. Online sales of contact lenses are growing strongly — now at 39%, up from 35% in 2024.³ In addition, just over half of consumers surveyed opt to buy smaller supplies of three months or less.¹
• Non-prescription habits. There is an ongoing preference for lower-cost, non-prescription eyewear, such as sunglasses for less than $50 or reading glasses for less than $10.¹
• Over $200 category. Purchases of new prescription eyewear of $200 or more are increasing slightly, especially for online purchases.¹
• Under $100 eyewear category. The $100 or less category remains the dominating preference for respondents who need prescription eyewear.¹

Strategies for Competing in the Eyewear Purchase Landscape

Optometry practices should have the upper hand when it comes to providing eyewear to consumers, but the perceived convenience and reduced pricing of online options can be difficult for some consumers to resist. Implementing any of the following strategies into your growth plan can help your practice stay competitive in today’s rapidly evolving eyewear market.

• Fine-tune the in-office experience. Do everything you can to deliver a seamless optical visit, so it's less of a burden or hassle for busy patients. Through options like online scheduling, easy returns, digital payment tools, flexible financing options and minimal wait times, patients may be more inclined to look for their new pair of glasses from your stock.
• Emphasize product quality. Point out the unique perks of your office for both new and existing patients, especially if they purchase glasses from your practice. If you have exclusive or local brands, new technology (such as glasses with artificial intelligence), bonus screenings, freebies or special discounts, talk them up. Consider welcome benefits like offering one free glasses coating, such as anti-reflective, scratch-resistant or UV-protective.
• Stock a variety of eyewear. Repeat patients don’t want to see the same frames from year to year, and new patients are eager for the newest options in eyewear. Prioritize eyewear variety so patients have a great selection from which to choose, especially as extensive options are a big appeal of online eyewear suppliers.²
• Encourage conversation. Patients who visit your optical practice for an exam and prescription but intend to purchase eyewear online may feel uncomfortable asking for input about what kind of glasses to buy or additional measurements. Normalize the buying experience and let patients know you understand they have options, then highlight exactly what you offer at your practice, too.
• Highlight expertise and in-person care. An essential part of the patient experience is working directly with an optometrist for vision-wear purchases and benefits like proper fittings, accurate measurements, customized recommendations, advanced equipment and, of course, annual health screenings and specialty vision care services.² Point out the benefits of being fitted for glasses in person and receiving personalized care.⁴
• Offer varied financial solutions. Not everyone has vision insurance coverage, so your optometry practice’s financial solutions can help make the costs of pricey but necessary vision care more manageable. Consider ongoing discounts and promotions, package deals, reward or loyalty programs, point-of-sale financing, promotional financing (especially for specialty care) and acceptance of a health and wellness credit card like CareCredit that patients may already use with other providers.
• Nurture partnerships. The more you offer vision patients — from a loyalty program to a separate space for trying on frames — the more they may come to rely on your optical practice. Optical partnerships allow you to broaden the services you offer, benefit from a referral system and engage with the community, which can enhance your professional reputation.⁵
• Supercharge customer service. Deliver personalized customer service by offering patients what they want. If they’ve already purchased one pair of eyeglasses and used their insurance to do so, offer a discount for a backup pair. If they like a set of frames available in your office but they aren’t in love with the color, research whether it’s available in other shades. Small efforts can make a big difference for eyeglass wearers.
• Enhance your online experience. While cost is a valid concern, building an online eyewear shopping option for your practice is worth serious consideration. It can boost patient engagement, especially among those who value the convenience of shopping on their own time but still want to buy from a provider they trust. By offering both in-person and virtual try-on options, you give patients the flexibility they’re looking for.⁴ Position your practice as the go-to online resource where patients can browse, compare and confidently purchase their eyewear.

Make In-Person Vision Retail Solutions Easy for Your Patients

While 67% of consumers report that they have a form of managed vision care coverage, employer-sponsored managed vision care programs are declining slightly.¹ No matter what kind of vision insurance a patient may have, offering additional ways to purchase eyewear they want or need can happen with CareCredit, a simple solution that can help improve the patient’s financial experience. Your optometry practice delivers one-on-one care, customer service, patient knowledge and a host of eyewear options. Make it easy for patients to stay with your office when it comes to buying glasses, contacts and other vision options.

A Flexible Financing Solution for Optometry Practices

If you want to help your patients or clients manage the cost of the vision care solutions they want or need, you may want to consider offering the CareCredit credit card as a financing solution. CareCredit allows cardholders to pay out-of-pocket expenses over time (for needs such as premium frames, contact lenses and vision care) while helping to enhance the payment process for your practice or business.

When you accept CareCredit, patients or clients can see if they prequalify with no impact to their credit score, and those who apply, if approved, can take advantage of special financing on qualifying purchases.* Additionally, you will be paid directly within two business days.

Learn more about the CareCredit credit card as a financing solution for your optometry practice or start the provider enrollment process by filling out this form.­

Author Bio

Elizabeth Weiss is a freelance writer and editor with more than 20 years of experience in content development for dentistry, orthodontics and cosmetic dermatology. She focuses on making healthcare topics accessible to readers and contributes to many fields, from family and estate law to industrial services and landscape design.

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