This chapter explores how online shopping is evolving thanks to the integration of XR technologies, reshaping the consumer experience in fashion e-commerce. It begins by outlining the growth of e-commerce and mobile commerce, emphasizing how convenience, personalization, and informativeness have become critical drivers of online retail. As traditional e-commerce faces limitations—particularly the lack of physical interaction—technologies such as AR, VR, and metaverse platforms offer immersive alternatives that simulate in-store experiences. The chapter introduces three primary XR modalities: VTO systems, IVR stores, and metaverse fashion experiences. Through detailed examples and case studies, it demonstrates how these innovations enhance product visualization, customer engagement, and emotional connection to brands. The chapter also addresses the risks and challenges of XR adoption, including high implementation costs, accessibility issues, and ethical concerns related to data privacy and surveillance. It concludes by identifying key future directions for research and innovation, highlighting the need for inclusive, sustainable, and user-centered approaches. This comprehensive analysis positions XR as a transformative technology in online fashion retail, offering both strategic opportunities and critical reflections on the future of digital consumer experiences.