Online shopping has developed rapidly in recent years, but one technology is taking e-commerce to a whole new level: augmented reality (AR). AR allows customers to test products virtually in their real environment before they buy - be it the sofa in their living room, lipstick on their lips or glasses on their nose.
This interactivity creates trust, improves purchasing decisions and reduces returns at the same time. Companies that integrate AR into their e-commerce strategies can not only set themselves apart from the competition, but also significantly increase customer satisfaction and sales.
AR also plays a central role in merging online and offline experiences. Customers get the best of both worlds: the flexibility of online shopping combined with the realism of bricks-and-mortar retail.
AR in e-commerce offers customers an immersive and interactive way to experience products before they make a purchase decision. Here are the most common applications:
AR enables users to virtually test clothing, accessories, make-up or glasses. Apps such as the "Sephora Virtual Artist" realistically project lipstick or eye shadow onto the user's face, while brands such as Warby Parker offer virtual eyewear trials.
In the fashion sector, too, companies such as ASOS and Zalando are increasingly relying on AR to offer customers a precisely fitting and visually realistic preview of their clothing.
AR apps such as IKEA Place allow customers to virtually place furniture and decorative items in their home. This function helps to better estimate the proportions and provides more certainty when buying. An extension of this function are AR-supported room planners that can visualize entire room concepts.
Many brands integrate AR directly into their mobile apps or offer WebAR solutions that do not require an app installation. This barrier-free use makes AR accessible to a broader target group.
A good example is Google, which offers AR views for products such as shoes or furniture directly in search results. Customers can visualize the product in their environment with one click without having to use a separate platform.
AR gives customers the opportunity to view products from every angle and experience them in their real environment. This makes them feel more confident in their purchase decision. Research shows that customers who use AR have on average 20-30 % more confidence in their purchase decision.
One of the biggest challenges in e-commerce is returns, which are often due to incorrect expectations. With AR, customers can see in advance whether a product actually fits them, which significantly reduces the returns rate. There is considerable added value, particularly when it comes to sizing decisions - for example with clothing or furniture.
AR offers a unique shopping experience that goes beyond static product images and videos. Customers can experience products interactively and thus build a stronger bond with the brand. Younger target groups in particular, who expect a more immersive digital experience, are attracted to AR experiences.
Sephora revolutionized the beauty industry with an app that allows customers to virtually test make-up products. The AR technology projects lipstick, blusher or eye shadow onto the user's face, making the purchasing process more intuitive and entertaining.
The IKEA Place app is a prime example of how AR can be used in furniture retail. Customers can virtually place pieces of furniture in their room, adjust their size and color to make sure they fit perfectly in their home.
Eyewear manufacturer Warby Parker offers an AR function that allows customers to try on eyewear models virtually. This function is particularly practical for customers who order online and want to get an accurate picture in advance.
Nike combines AR and AI in its app to recommend the perfect shoe size to customers. By scanning the feet with the smartphone camera, the correct fit is determined, which reduces the return rate and increases customer satisfaction.
Not all devices support AR to the same extent. Companies should make sure that their solutions work on as many devices as possible so as not to limit the target group. Technologies such as WebAR can be a solution here, as they do not require special apps or high hardware requirements.
Creating high-quality AR content can be expensive, especially when 3D models need to be created for many products. Solutions such as working with specialized AR agencies or using platforms such as Unity or Unreal Engine can help optimize costs.
Another aspect is the handling of sensitive customer data, especially for applications that require access to the camera or biometric data. Transparency and secure data storage are essential here.
Augmented reality is a game changer in e-commerce. It combines the best of the digital and physical worlds and creates an interactive, trustworthy shopping experience. Companies that successfully integrate AR not only benefit from higher sales, but also from stronger customer loyalty and lower return rates.
However, the technology is not without its challenges. Costs, technological complexity and privacy issues need to be addressed to realize its full potential. For forward-thinking brands, now is the perfect time to invest in AR and take online shopping to the next level.
AR enables customers to experience products virtually in their environment. For example, they can place furniture in their living room or try on make-up virtually before buying it.
AR is primarily used in the following areas:
Most AR applications work on smartphones and tablets with modern hardware. Devices with LiDAR sensors, such as newer iPhones, offer particularly precise AR experiences.
The costs depend on the complexity of the application. Simpler AR solutions can be implemented for smaller budgets, while comprehensive platforms with 3D models and AI integration require higher investments.
Are you interested in developing a virtual reality or 360° application? You may still have questions about budget and implementation. Feel free to contact me.
I am looking forward to you
Clarence Dadson CEO Design4real
