Introduction to AR and VR in e-commerce
AR and VR are the two major technologies that have maintained and transformed the digital system more interactively and engagingly. The augmented reality is an immersive technology which enriches the physical world by using computer-generated sensory data. With the help of an application, software, and devices such as Arkansas superimposes, glasses, and digital elements into the real-world settings and objects. Moreover, this helps to enhance the user experience with interactive space and engagement. In the field of e-commerce, augmented reality is mainly used to improve the visualization of products and enhance the interaction.
Virtual reality indicates a 3D simulation with a real-world environment by using tools such as gloves, a headset, and consoles. The virtual space experiences with product demonstrations, photos, and 360° videos to design an immersive experience in the field of e-commerce. VR technology is an engaging way to offer the experience of elements such as 3D product visualization, interactive showroom, and demos of products. It enhances user engagement and improves customer satisfaction in an understanding way to address the product needs. Integration of VR technology leads to an understanding way of products and the customer with an overall improved experience.
Benefits of AR and VR in e-commerce
Personalized shopping experience
One of the advantages of AR and VR in e-commerce is the ability to enhance the shopping experience. It allows customers to visualize how the products look on themselves. Using VR technology it helps to improve personalization with the virtual environment and accordingly engage the customers with the try-on product. This experiences the virtual showroom, allowing customers to prefer and enhance satisfaction.
Improves customer engagement
With the usage of AR and VR, it enhances the level of interaction. The customers connect with real-life experiences. For example, the company Nike has used AR and VR technologies to enhance the experience by choosing the colors and features of performance. In addition, the virtual reality helps to explore trying on clothing and accessories online (Singh, Khullar, Singh, & Kaur, 2024). The features improve customer engagement and promote a dynamic way to showcase the products. It feels good to make a connection with the brand and increase the likelihood of the purchase.
Cost Saving
With the presence of physical stores, it includes amenities such as rents, utilities, salaries, and various costs. The business spends more time particularly on resource management and costs on various applications. However, with the help of AR and VR technologies, businesses offer a virtual experience and provide the in-store (Vineet, 2021). Also, it allows customers to visualize possibilities and reduce the cost of inventory management. It is a cost-effective method. Adding the application of virtual reality showcases products without worrying about cost and creates a virtual environment for the market.
Increases brand awareness
With the help of both augmented reality and virtual reality in e-commerce enhances brand awareness. These technologies enhance the virtual shopping experience, which inspires customers with more interesting facts. Both virtual showrooms and product demonstrations are effective ways to communicate and engage the audience (Muley, 2012). Moreover, it integrates a marketing campaign and promotes participants to enhance interactive events and produce brand visibility.
AR & VR in E-commerce
Application of AR and VR in e-commerce
IKEA
For instance, the IKEA uses AR technology to allow customers to have an experience and assist them in visualizing different products (Shah, 2023). Buy the products online, it will be difficult for any businesses, but IKEA has proved that customers could take bulky purchases using the online furniture system
Nike fit
With the usage of AR technology, the customers could use the smartphone’s camera to select the right size of the shoe with suitable colors. Moreover, it has also proved that the athletic shoes need a perfect fit, so this provided an enhanced opportunity.
L’Oréal virtual reality beauty lab
L’Oréal has used virtual reality to create a virtual experience of the store for customers to explore the products. It contains experience tutorials, products, and events. These tools are particularly useful for beauty professionals to get hands-on experience and try the products online with virtual settings.
Future of AR and VR in e-commerce
Social shopping in VR
One of the essential technologies in social shopping is VR. In the future, friends and family altogether could meet in the space of virtual reality and together shop online in real time. Also, it satisfies all the needs and brings togetherness in shopping. Moreover, it is a kind of virtual shopping with your friends where the fit are checked and immediate feedback is drawn. The virtual products create chat in real time and enhance the physical store with shared experiences.
Artificial Intelligence and augmented reality integration
Basically, artificial intelligence has played a major role in various industries. With the help of AI, the e-commerce industry creates an online shopping experience that is personalized to individual preferences. For example, with the help of augmented reality, the items are displayed with AR glasses through the smartphones. But the artificial intelligence helps to analyze past shopping experience and suggest the items to the person. The combination of AR and VR enhances a personalized experience and presence in a real-time adjustment, recommending different colors and sizes in different products.
Implementation of 3D virtual shopping malls
The 3D virtual shopping malls improve the interaction with products and the experience of shopping. With the help of a VR headset, it gives a close-up of products and try-on to engage the customers (Herrst, 2025). The 3D allows creating a dynamic, engaging experience and virtual storefronts. Especially, 3D virtual malls enhance e-commerce experience and improve the brand experience.
Future of AR and VR
Conclusion
Both augmented reality and virtual reality technologies transform the business. Enhanced technologies improve online shopping experience with a personalized and interactive nature. The companies such as IKEA, Nike, and L’Oreal improved their e-commerce business with the application of AR and VR. This transformation not only makes the cost-effective business but also improves the visibility of the brand. Furthermore, AR and VR have a promising experience to connect people via social experience and eliminate the need for traditional in-person shopping. The implementation of 3D shopping malls also enhances interactive engagement and dynamic shopping. In conclusion, both AR and VR could reshape the future of e-commerce and make it more embraced with technologies.
References
Herrst, R. (2025, Feb 12). AR & VR in E-Commerce: The Next Revolution in Online Shopping Experiences. Retrieved from Linkedin: https://www.linkedin.com/pulse/ar-vr-e-commerce-next-revolution-online-shopping-ryan-herrst-perjc
Muley, A. (2012). Role of Augmented and Virtual Reality in Enhancing Effectiveness in Retailing: An Empirical Study. IJFANS INTERNATIONAL JOURNAL OF FOOD AND NUTRITIONAL SCIENCES, 11(11), 1835-1844. Retrieved from https://www.ijfans.org/uploads/paper/d5aad43ce0fa1cf1ae45dca3e538fd0f.pdf
Shah, D. (2023, May 16). Augmented Reality (AR) in E-commerce: IKEA KREATIV. Retrieved from Medium: https://medium.com/@drashti04.shah/augmented-reality-ar-in-e-commerce-ikea-kreativ-bf7409d88242
Singh, P., Khullar, P., Singh, S., & Kaur, A. (2024). Augmented Reality (AR) and Virtual Reality (VR) in Online Shopping: A Review of Current Research. International Journal for Multidisciplinary Research, 6(4), 1-7. Retrieved from https://www.ijfmr.com/papers/2024/4/25659.pdf
Vineet, S. (2021). THE ADVENT OF VIRTUAL REALITY IN THE FUTURE OF E-COMMERCE. Business Studies Journal, 13(03), 1-8. Retrieved from https://www.abacademies.org/articles/The-advent-of-virtual-reality-in-the-future-of-e-commerce-1944-6578-13-S3-169.pdf
Keywords
Augmented Reality, Virtual Reality, E-Commerce, Virtual experience, Product visualization
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