Essilor launches web retail tool for US practices

A new internet service which allows independent practices in the US to sell optical products online to patients has been launched by Essilor America.

Following tests of MyOnlineOptical.com with a limited number of practices in partnership with US online retailer Frames Direct.com, Essilor is expanding the availability of its offer, according to US website Vision Monday. By adding an e-commerce engine to their own websites, Essilor said MyOnlineOptical.com would allow practices to extend their reach beyond office walls and office hours.

Essilor said practitioners would retain complete control of what is sold through their websites, determining both pricing and selection as well as preserving the look and feel of their practice website. Practitioners could chose whether to match, complement or increase their 'brick and mortar' product offering with up to 100,000 spectacle options, which Essilor suggested could keep patients from 'walking out the door to a competitor'.