Augmented reality in ecommerce: how to improve user experience

E-commerce does not enjoy the same advantages as its offline counterparts, while retail stores can automatically create more trust in customers since the products are in the store in front of them. E-commerce sites have to rely on customers taking a risk and trusting them by purchasing a product once, and this plight isn’t made due to all the scammers who take advantage of consumers who aren’t careful.

This is why e-commerce companies innovate with the use of technology to create experiences that can help build the customer's trust because, if a company is willing to spend time and resources to create a valuable experience for their consumers, it subconsciously puts a thought in the consumer's mind that they are valuable to the company. 

Take for instance Dulux, since paint is a permanent fixture in your living space until you decide to change it again, Dulux realised customers were wasting a lot of time in the decision-making process. To remedy that, they came up with a smart AR solution: why not allow customers to digitally paint their walls first, allowing them to visualise much more easily how the paint compliments everything in their house? 

According to Statista data, the global AR market is anticipated to grow from $28 billion in 2021 to over $250 billion by 2028. This would be an increase of almost 800%, making AR one of the fastest-growing markets that everyone has their eyes on.

• Enhanced Visualisation: can help users see detailed, 3D views of products like furniture, electronics, or fashion items in their own space.

• Virtual Try-Ons: are revolutionising industries like fashion, eyewear, and beauty products.

• Interactive Product Customisation: users can personalise products like shoes, watches, or gadgets with AR before purchasing.

• Improved Pre-Sale Engagement: increases user engagement by making browsing more interactive, leading to higher conversions.

Are all the different ways that AR can improve the experience users have in an online store. AR acts as a bridge for customers to cross the gap between digital and physical to make them more certain in their purchase decisions by giving them a sense of ownership before they’ve even taken the steps to purchase a product and also showing them the value of owning the product.

For instance, a skincare brand could create an AR experience along with AI where users can point the camera to their face, which the AI would then analyse, and AR visuals could be overlaid on their camera, pointing to parts of their face and giving them relevant info like their skin texture, what issues their skin is facing, and what products could fix that. This could be useful for those who don’t have the time or don’t have easy access to a dermatologist to seek help for their skin problems.

This progression is a natural evolution, as AR, AI, and VR converge toward a singularity, the creation of mixed reality (MR) experiences. AR technology must continually evolve to stay relevant; stagnation risks rendering it obsolete, much like the fate of VHS tapes and DVDs when superior technologies emerged, the older ones are phased out of relevancy. To stay ahead of the curve, many companies are blending AR and VR technologies, pushing the boundaries to deliver innovative MR experiences that redefine how we interact with the digital and physical worlds.

Augmented reality is transforming the e-commerce landscape by bridging the gap between the digital and physical worlds. By offering immersive and interactive experiences, AR not only builds customer trust but also empowers them to make informed and confident purchase decisions. As technology continues to evolve, the integration of AR with AI and VR promises to push the boundaries even further, paving the way for mixed-reality experiences that redefine how we shop online. For businesses, embracing AR is no longer a luxury; it’s a necessity to remain competitive, foster customer loyalty, and unlock the true potential of e-commerce in the digital age.