The future of ecommerce is now being shaped by emerging technologies such as artificial intelligence (AI), augmented reality (AR), virtual reality (VR), and blockchain. Augmented reality, in particular, is becoming increasingly popular for its ability to increase customer engagement, reduce costs, and provide a more immersive shopping experience.
The technology works by overlaying digital objects and information onto real-world environments and objects. AR-enabled ecommerce apps can offer customers an interactive 3D view of a product, or enable customers to place virtual furniture in their homes as part of a trial run before purchasing. First popularised by Pokémon Go, AR is now used by a range of major retailers such as IKEA, Walmart, and Sephora.
The potential of AR in ecommerce is vast. AR apps can be used to target customers more effectively, as retailers are now able to offer customers unique experiences tailored to their interests and shopping history. As customers can see what a product looks like in the context of their own home, AR enables them to make informed decisions about their purchases and quickly compare different products. Customers can also interact with products in unique ways, such as virtually trying on clothes or makeup before ordering.
AR also has the potential to significantly reduce operational costs for retailers, as they no longer need to provide staff for pickups and returns, or to stock physical stores with products. AR can also reduce return rates by empowering customers to decide on a purchase before buying.
That said, there are a few challenges when it comes to leveraging the potential of AR. AR technologies require advanced programming and user-experience design, and the development of AR apps can be time-consuming and expensive. In addition, AR-enabled apps must be compatible with a broad range of devices and platforms, including mobile phones, tablets, laptops, and even smart glasses.
The popularity of AR is also likely to be limited as it is still mostly associated with gaming. If retailers are to fully leverage the potential of AR, they will need to shift consumer perception of the technology, and focus more on showcasing its applications in ecommerce.
Overall, the future of AR in ecommerce is bright, and retailers are well-positioned to capitalise on the technology’s potential to increase customer engagement, reduce costs, and create a more immersive shopping experience. With the right strategies and marketing campaigns, AR could become a regular part of the ecommerce landscape in the years to come.
