Augmented reality in ecommerce: Complete guide with examples

What is augmented reality in ecommerce?

Augmented reality (AR) in ecommerce is the use of digital technology to overlay virtual elements, e.g., images, 3D models, or animations, onto the real world through devices like smartphones, tablets, or AR glasses. 

In online shopping, AR helps bridge the gap between digital and physical experiences by allowing customers to visualize products in their own environment before purchasing.

For example, furniture retailers involved in web commerce enable shoppers to “place” virtual couches in their living room, while fashion brands let users try on clothes or accessories virtually. This interactive experience reduces uncertainty, improves customer confidence, and lowers return rates, since buyers can make more informed decisions. 

AR also enhances engagement by turning shopping into an immersive, personalized experience. For businesses, it provides a competitive edge and strengthens brand trust. 

To sum it up, AR is an important ecommerce innovation that transforms internet commerce from a static catalog into an interactive, customer-driven journey.

Key benefits of augmented reality in ecommerce

Retail brands can experience several major benefits when using AR for product sales online. Here are some of the top perks this form of technology offers for retailers and consumers.

Enhanced product visualization

Augmented reality enables customers to interact with lifelike 3D models, making it easier to understand product features, size, and design. 

Instead of relying solely on photos or descriptions, shoppers can view items from all angles or see them placed in real-world settings, like furniture in their living room, improving clarity and reducing doubts, especially for big-ticket or complex products. 

By narrowing the distance between imagination and reality, AR helps shoppers feel more confident in their choices. As a result, businesses experience higher conversion rates and reduced friction during the buying journey.

Reduced product returns

One of the biggest challenges in ecommerce is product returns, often caused by unmet expectations. AR reduces this issue by allowing customers to preview how items will look or fit in real life. 

For example, trying on a virtual pair of glasses or placing an appliance in a kitchen helps buyers see if it matches their style, space, or needs before committing. This reduces mismatches and disappointments after delivery.

In fact, Snap Inc. describes a study in which purchases made with the help of AR guidance resulted in a 25% reduction in product returns.

With fewer returns, retailers will save costs on logistics and restocking, while customers will get to enjoy a smoother shopping experience with fewer hassles.

Increased customer engagement

AR transforms shopping from a passive browsing experience into an interactive, fun, and engaging process for the consumer. 

Customers can “play” with products virtually, try multiple variations instantly, and personalize options in real time, which will keep them on sites longer and create a sense of excitement around the brand. 

For younger, tech-savvy audiences, AR is a key ecommerce trend that aligns with their expectations for innovation and digital experiences. 

Increased engagement not only boosts the likelihood of a product purchase but also strengthens brand loyalty, as customers are more likely to return to businesses that offer immersive and enjoyable shopping tools via their online store or social media.

Personalized shopping experiences

AR enables a high level of personalization, tailoring shopping experiences to individual customers. 

For instance, buyers can virtually try on clothes in their exact size, test makeup shades against their skin tone, or customize products with preferred colors and finishes.

This personalized interaction makes customers feel valued and understood, increasing satisfaction and trust. 

Instead of guessing how a product will fit into their lives, consumers receive experiences tailored to their unique needs. Personalization through AR leads to more informed decisions, stronger brand connections, and a higher likelihood of repeat purchases and customer retention.

Competitive advantage for brands

In today’s crowded ecommerce space, offering AR can set a business apart from competitors. Many shoppers are drawn to innovative experiences, and AR delivers something traditional online stores cannot: an immersive, realistic preview of products. 

Early adopters of AR not only attract attention but also establish themselves as forward-thinking and customer-focused. This differentiation helps increase brand awareness, generate word-of-mouth marketing, and capture market share. 

Over time, businesses using AR will be able to build stronger trust and credibility, positioning themselves as leaders in innovation. As customer expectations evolve, AR becomes a powerful tool for staying ahead in web commerce.

Types of augmented reality

Augmented reality comes in several types, each using different technology and interaction methods. Here are the main ones:

• Marker-based AR: This type uses a visual marker, like a QR code or image, to trigger the AR experience. When the device’s camera detects the marker, it overlays digital content, such as 3D models or animations, on top of it. Example: A beauty brand letting users scan a lipstick box to see tutorials on how to apply it.
• Markerless AR: Also called location-based AR, it doesn’t need markers. Instead, it uses GPS, digital compasses, or accelerometers to place AR objects in real-world environments. Example: Pokémon GO placing characters in outdoor locations.
• Projection-based AR: This type projects digital images directly onto physical surfaces, turning real-world objects into interactive displays. Users can interact with projections by touching or moving them. Example: AR projectors displaying a keyboard on a desk.
• Superimposition-based AR: Here, AR replaces or enhances part of the real-world view with an augmented version. Example: A furniture app replacing an empty room corner with a virtual sofa.
• Outlining AR: This type uses object recognition to highlight or outline real-world items. Example: AR apps in cars that highlight road lanes or construction zones, helping drivers navigate safely.

Examples of augmented reality in ecommerce

Wayfair: View in Room

Wayfair’s AR feature brings virtual 3D models of furniture and décor into consumers’ real-world spaces at true-to-life scale using their smartphone to allow for instant plane detection, real-time lighting, realistic shadows, and environmental occlusion so items blend seamlessly into users’ surroundings.

Source: Wayfair

Beyond horizontal surfaces like floors or tables, the app supports vertical and ceiling-plane placement, and allows stacking of virtual items that move together naturally. 

To enhance user delight, animations defy physics when items appear. For example, chairs might “rise” from beneath the floor or chandeliers might “grow” from the ceiling. Furthermore, haptic feedback plus playful deletion animations (e.g., shrinking and spinning) create a tactile, intuitive, and enjoyable AR experience.

Source: Wayfair

Gucci: Snapchat shoe try-on campaign

Gucci teamed up with social media platform Snapchat to launch a global augmented reality shoe try-on marketing campaign, enabling users to virtually “try on” four sneaker styles through two AR Lenses (one lens per gender, with two shoe options in each), powered by Snap’s AR platform and the new SnapML Lens Studio feature.

Source: Snap Inc.

Snapchatters could access the experience directly via the camera or through Snap Ads, which demonstrated the Lens functionality and encouraged users to engage. 

After trying on the sneakers, users were able to tap a “Shop Now” button embedded in the Lens to go straight to the product page—and many did, resulting in strong consumer engagement and a positive return on ad spend (ROAS).

Sephora: Virtual Artist

Sephora Virtual Artist is an AR tool in the Sephora app that allows users to virtually try on makeup, either via uploaded photos or live video, both online and through in-store mirrors, before making a purchase. 

Using facial recognition and AR technology, it maps a customer’s face to realistically simulate how products like lipsticks, eyeshadows, and false lashes would look in real life.

Source: Electric Runway

Shoppers can experiment with thousands of shades, compare different looks side by side, and even receive personalized recommendations to further encourage product sales. The tool also offers step-by-step tutorials, guiding users through makeup application with interactive overlays. 

Burberry: Google collaboration

Burberry’s collaboration with Google introduced an AR experience that allowed shoppers to visualize products in real-world settings before buying. Launched through Google Search, the feature enables users to place 3D models of Burberry items, e.g., handbags or accessories, into their environment using their smartphone camera.

Source: Burberry

This lets customers explore scale, detail, and design from different angles, bridging the gap between online and in-store shopping. The AR tool enhances confidence in the purchase of luxury goods online by offering a more interactive and immersive experience. 

Warby Parker: Virtual Try-On tool

Warby Parker’s Virtual Try-On tool, which is available in their iOS app, uses Apple’s TrueDepth front-facing camera and ARKit technology to realistically superimpose frames onto the user’s face in real time. 

Users simply browse available styles, then swipe down to activate the feature; the app maps glasses onto the user’s face so accurately that the frames remain perfectly aligned even as they tilt or turn their head, and light interacts naturally with acetate or metal details.

Source: Warby Parker

The tool employs a proprietary “unique placement” algorithm to tailor fit to the user’s facial structure, mimicking the physical experience of placing glasses on their face. It integrates smoothly with shopping features like favoriting, Home Try-On, and direct in-app purchasing, making it both practical and immersive for consumers.

Challenges of implementing augmented reality in ecommerce

Augmented reality presents online store owners with a plethora of great opportunities, but it can also come with a few challenges when used in web commerce:

• High development costs: Creating realistic 3D models and AR applications requires significant investment in technology, design, and skilled developers. Solution: Businesses can start with scalable, third-party AR platforms or pilot projects to reduce upfront costs before full deployment.
• Device compatibility: Not all customers have devices capable of supporting advanced AR experiences, limiting accessibility. Solution: Optimize AR apps for web browsers and a wide range of devices to ensure broader customer access.
• User adoption: Some internet commerce shoppers may be unfamiliar with AR technology or hesitant to use it, reducing engagement. Solution: Provide simple tutorials, clear calls-to-action, and gamified features to make AR more approachable and fun for the consumer.
• Data and privacy concerns: AR apps often require access to cameras, location, and personal data, which can raise privacy issues. Solution: Be transparent about data usage, comply with privacy regulations, and include strong security measures to build trust.
• Performance and accuracy: Poorly rendered or glitchy AR experiences can frustrate users and harm brand credibility. Solution: Regularly test AR experiences, use high-quality 3D models, and ensure reliable performance through continuous updates.
• Integration with ecommerce platforms: Seamlessly embedding AR into websites or apps can be technically complex and time-consuming. Solution: Use AR-enabled ecommerce plugins or collaborate with experienced developers to streamline integration.

Tips for using augmented reality for your ecommerce business

Ready to harness the power of AR for your online store to better market your offerings and increase sales? Consider following these tips to help boost your chances of success!

• Focus on utility, not just novelty: Ensure that AR adds real value, such as helping customers visualize products in their space or on themselves, rather than being a gimmick. Useful AR builds trust and drives purchases by solving real customer pain points.
• Prioritize mobile accessibility: Most shoppers use smartphones, so make AR features lightweight, intuitive, and easy to launch without extra downloads. Offering mobile-friendly AR ensures a smooth experience for the majority of online shoppers.
• Offer personalization: Use AR to suggest styles, colors, or product combinations tailored to each shopper’s preferences. This can make shopping more engaging and increases the likelihood of conversion.
• Integrate with the buying journey: Place AR try-on or visualization options directly on product pages to increase your conversion rate. Seamless AR integration reduces friction and directly supports faster purchase decisions.
• Highlight social sharing: Encourage users to share their AR experiences on social media. This will aid in boosting organic reach and brand engagement for your internet commerce store.

Conclusion

Augmented reality is revolutionizing internet commerce by merging the convenience of digital shopping with the richness of real-world experiences. 

With the ability to virtually try on products, place items in familiar surroundings, and explore detailed 3D models, AR empowers customers to shop with confidence and excitement. Beyond reducing returns and building trust, it transforms shopping into an immersive journey that strengthens connections between brands and their audiences. 

While implementation challenges exist, the businesses that embrace AR today are setting the standard for tomorrow’s marketplace. As the technology becomes more accessible, AR will no longer be an optional feature but an expectation. 

For web commerce retailers, adopting AR isn’t just about keeping up… It’s about leading the way, shaping the ecommerce customer experience, and defining the future of ecommerce!