“Why should eyeglasses cost so much? Buying eyewear should be a democratic process and affordable to everyone,” says EyeBuyDirect.com CEO Roy Hessel. Companies like his are able to sell trendy, top-notch prescription glasses frames starting as low as $14.95 USD because they have lean organization structures with the lower overhead costs from being online. “I was really pleased with the quality of the glasses I bought from Frames Direct. For $90, including shipping, I got glasses that I would have paid $300 for anywhere else,” said Gary Morison of New York, New York.

But there is one more obstacle that is keeping customers from the advantages of glasses on-line purchasing: the “touch and feel” factor. Considered a medical purchase, some customers feel the need to interact with their new pair before actually buying them, but according to some “professional e-buyers” such as Candy Surret, “There is nothing more personal than trying on your new glasses and being able to share them with 10 of my friends before actually making the decision.” And that’s what some e-visionaries are doing: Helping you make your decision by sharing with friends.

While 39 Dollar Glasses’ SmartFit system allows you to print out a full-size picture of the selected frame, Frames Direct’s Framefinder technology is a virtual try-on system that allows you to upload your picture and try on as many glasses as you want. But other companies such as EyeBuyDirect.com go a step further with their EyeTry technology that allows you to share your photos, so that your friends or family members can get involved when deciding which pair looks best on you.

The Optical e-Revolution has only begun and yet the overwhelmingly positive response of consumers has led to dramatic growth of this market. It has been estimated that by 2009 approximately half of all eyeglass purchases will be made online. But why wait til then? After all, it’s just one click away.