“Now it’s easy to search online and try all options – in the same day.”

Finding the perfect wedding dress was once considered a rite of passage – so much so that there is even a reality TV show based around the concept.

But while most brides-to-be still head to bricks-and-mortar boutiques as their first port of call, many are heading online instead.

“When you shop for bridal wear at a store, there are so many restrictions – especially in Hong Kong,” says former bride Christina Ko.

“For some boutiques you need to pay a non-refundable deposit. Others will let you try on a dress for free but their selection is more limited. And they do not let you take photos so if you happen to go by yourself, you can’t get feedback from your friends and family later.”

A quick search online reveals a long list of websites for local bridal boutiques, but almost none of them offers the option to purchase a dress directly online. This has given e-tailers an opportunity to fill a niche in the market.

But instead of stocking the same list of brands, they are luring in shoppers with less traditional, more fashion-forward alternatives.

“While we have a range of classic dresses, we’ve found that young fashion-conscious brides come to us for alternative bridal looks,” says Lisa Aiken, fashion director at Moda Operandi, which offers bridal trunk shows online.

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“They are open to fresh ideas outside the standard gown and pieces from emerging designers. You have the opportunity to discover new brands and items that may have never even made it to the traditional shop floor.”

If it’s a custom Vera Wang gown that you’re after, then online shopping isn’t for you. Instead you’ll find structural dresses and chic white separates from ready-to-wear brands including Roksanda, Galvan and Halfpenny London at Net-a-Porter.

Moda Operandi offers younger, less traditional designers such as Savannah Miller, Danielle Frankel, Markarian, Cushnie and Costarellos.

Matchesfashion.com does not have a specific bridal wear section but stocks a range of formal white dresses and white suiting from the likes of Jonathan Simkhai, Emilia Wickstead, Racil, Joseph and Gabriela Hearst.

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While they may not be bespoke or “custom made”, they are also less complicated so that women are able to buy them online easily without having to try them on beforehand.

“I don’t think there is a specific demographic who buys into online bridal wear – it is more about the client’s preference and remaining true to their personal style,” says Natalie Kingham, fashion and buying director at Matchesfashion.com.

“You want to feel special on your big day and so that may be buying a dress or suit from your favourite designer rather than trying on dresses which you feel slightly alien in.”

“You’ll always have those brides, especially in Asia, who want that time-honoured experience of going into a store to shop for their dress with friends. Browsing online is a great starting point, but many brides do not know what they want so they still need us for our expertise and advice.

“For us, these online boutiques are not a threat and allow people to do more research and really understand what they want,” she says.

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Wherever you choose to shop, one thing is certain: the bridal category online has potential to grow even further.

Net-a-Porter’s year-on-year growth for bridal wear in the Asia-Pacific region is 59 per cent.

And the growing popularity of destination weddings also means that e-tailers can now potentially cash in on women looking for a more comprehensive wardrobe for pre- and post-wedding events such as the rehearsal dinner, brunch or even the honeymoon.

“The bridal market has evolved to cater to each moment surrounding the wedding,” Aiken says.

“Couples are making their wedding an experience that lasts over several days with multiple events. There is an emphasis on dressing a bride beyond the ceremony, which is where we have seen such strong growth.”