Online eyewear retailer Eyebuydirect has expanded its direct-to-consumer offerings with a new feature that allows customers to apply benefits from select vision insurance providers at checkout—a move that could further shift prescription eyewear purchases away from independent eyecare practices.

The company says the integration enables eligible consumers to check coverage and apply benefits in real time when purchasing frames and lenses on its website. Participating plans currently include EyeMed, Aetna, Humana, and Cigna.

Positioned as a convenience upgrade for online shoppers, the functionality removes the need for paperwork or post-purchase reimbursement and is being promoted as a way for consumers to use remaining plan benefits before they expire.

By bringing insurance reimbursement into the ecommerce flow, Eyebuydirect reduces one of the friction points that has historically helped keep some purchases within independent eyecare practices.