What are the emerging trends and opportunities of AR in ecommerce?

1 AR for product visualization

One of the main challenges of ecommerce is that customers cannot see, touch, or try the products before buying them. This can lead to dissatisfaction, returns, or cart abandonment. AR can solve this problem by allowing customers to visualize the products in their own environment, such as their home, office, or car. For example, IKEA Place lets customers place virtual furniture in their rooms and see how it fits and looks. Similarly, Sephora Virtual Artist lets customers try on different makeup products and shades on their faces. AR for product visualization can increase customer confidence, satisfaction, and loyalty, as well as reduce returns and costs.

2 AR for personalization and recommendation

Another challenge of ecommerce is that customers may feel overwhelmed by the vast amount of choices and options available online. AR can help customers find the products that suit their preferences, needs, and styles, by providing personalized and relevant recommendations. For example, Amazon AR View lets customers scan their faces and get recommendations for glasses, hats, and earrings that match their face shape and skin tone. Likewise, Nike Fit lets customers scan their feet and get recommendations for the best-fitting shoes. AR for personalization and recommendation can enhance customer experience, retention, and conversion, as well as increase cross-selling and upselling opportunities.

3 AR for social and gamified shopping

A third challenge of ecommerce is that customers may miss the social and fun aspects of shopping in physical stores, such as browsing, comparing, and sharing with friends. AR can bring back these elements by creating social and gamified shopping experiences that engage and entertain customers. For example, Gucci lets customers play with virtual characters and outfits in Snapchat and share their photos with friends. Similarly, LEGO lets customers scan their physical sets and play with them in AR games and challenges. AR for social and gamified shopping can foster customer interaction, advocacy, and loyalty, as well as generate buzz and awareness.

5 AR for brand differentiation and innovation

A fifth challenge of ecommerce is that customers may have difficulty distinguishing between different brands and products online, and may not perceive the unique value proposition of each one. AR can help brands stand out from the competition and showcase their innovation and creativity. For example, Pepsi lets customers scan their cans and bottles and unlock exclusive AR content and experiences, such as music, games, and art. Similarly, Starbucks lets customers scan their cups and interact with virtual characters and stories. AR for brand differentiation and innovation can create memorable and distinctive customer impressions, as well as enhance brand image and equity.