Augmented and virtual reality in e-commerce – A survey

Experts see Augmented Reality (AR) and Virtual Reality (VR) as the future of the e-commerce industry. Conventional e-commerce stores although successful, provide limited options in terms of product presentations and shopping experience to the customers as compared to AR/VR based e-commerce platforms. These technologies have the potential to transform e-commerce businesses by providing customers with an immersive, enriching, satisfying, engaging, and enhanced interactive experience and finally increasing business sales. The ease, comfort, and experience rendered by these technologies along with the e-commerce platform give a reason to the customers to shop from these platforms and stay with the business brand. This research tends to survey the literature related to the application and influence of augmented and virtual reality in e-commerce as well as explains its in-depth connection with consumer psychology. Finally, it concludes by providing some implications (extracted from review) for e-commerce companies that might assist them in developing and improving their virtual/augmented reality-based systems.