The aim of the present study is to provide understanding on factors determining virtual try-on experience and the purchase experience itself, often explored as separate entities in earlier work. Based on profound literature review, we developed a survey tool to address the key drivers of experience evaluation when consumers use virtual try-on to select a product. Results are clear in showing that functionality, realism and ease of use are core determinants of satisfaction with the augmented reality application experienced by consumers. Satisfaction reflected the purchase experience itself, elevating the likelihood of buying a product. Utilitarian and hedonic values further shaped the purchase experience and brand retention. Current outcomes are summarised in a holistic framework encompassing usability as well as shoppability aspects.