The Future of E-Tailing: How 3D/AR & VR Are Game Changers
By Roopak Pathak
The rise of augmented reality (AR) and virtual reality (VR) is transforming the e-commerce landscape, ushering in a new era of immersive online shopping. These technologies are blending the physical and digital worlds, offering customers an interactive and engaging way to experience products. With AR and VR breaking the barriers between in-store and online shopping, they’re reshaping how people shop, providing a more personalised and captivating experience. According to McKinsey, the global AR and VR retail market is projected to grow at a compound annual growth rate (CAGR) of 40.7% from 2022 to 2027, showing just how significant these technologies will be for the future of e-commerce.
AR and VR: Redefining Product Interaction
virtual try-ons
One of the standout uses of AR in e-commerce is virtual try-ons, where customers can “try on” clothing, shoes or accessories from the comfort of their own home. This feature addresses the common uncertainty around f it and style that often holds online shoppers back. For example, ASOS uses AR to showcase virtual catwalks, letting customers see how clothes fit and move on models that resemble their own body type. This not only boosts engagement but also increases conversion rates. Additionally, AR helps reduce return rates—an ongoing issue in the fashion industry. Research from Boston Consulting Group shows that virtual try-ons can decrease returns by up to 25%, as customers feel more confident about their purchases.
