Is it possible to apply augmented reality in eCommerce? How?

Applying augmented reality in ecommerce is not only possible but also brings many new possibilities.

It’s true that there are other technologies that are talked about more. In fact, Artificial Intelligence seems to be overshadowing almost everything that is not related to it. But this does not mean that advances are not being made in other areas relevant to ecommerce.

In fact, this year, we have witnessed, through Apple and its Vision Pro device, a resurgence of augmented reality or, rather, the Cupertino company has brought it back into the media spotlight and into users’ preferences.

 

What is augmented reality or mixed reality?

Before evaluating the benefits and specific cases where we could integrate it, it is important to establish the difference between Virtual and Augmented realities, which are similar and even share characteristics.

Virtual Reality

For quite some time, we have heard about Virtual Reality, which basically consists of a digital plane of existence where one interacts within a completely synthetic environment. Nothing we see exists outside of that experience.

Augmented Reality

What this technology does is create a digital layer over the user’s physical environment. In other words, it projects elements that do not exist in reality in front of the user, but with which they can interact using gesture control or specific devices for this purpose.

But we are not exclusively talking about headsets and controllers. Augmented Reality, and one of its most evident strengths, can be used through mobile devices or a computer equipped with a simple webcam—something to which we all have access.

Mixed Reality

From the perspective of ecommerce, creating this mixed reality is more interesting than Virtual Reality, as it opens up the range for the commercialization of physical products and not just digital ones.

 

Background

Since research began on this technology, its potential for ecommerce became evident. Google, a leader in monetization, created its Google Glasses 12 years ago.

It was a spectacular device, but it arrived too early. The market wasn’t technologically mature enough to support widespread adoption. Just to provide a reference: one of the most powerful smartphones at that time was the iPhone 5.

However, more than a decade later, things have changed drastically. Users are more digitally savvy, have better equipment, and, above all, have overcome their fear of online shopping.

Reading all this, you might think of the metaverse, which, to be generous, hasn’t exactly been a success. Remember, though, that the metaverse is a VR experience, which is more complex for users in any case.

 

Is it possible to apply Augmented Reality in Ecommerce?

It’s time to answer your question: yes, it is possible. In fact, more than possible, it can be highly recommended.

Consider that it’s a way to address one of the most critical issues in eCommerce: intangibility. Presenting products using three-dimensional representations, even allowing users to project themselves using or visualizing products within their environment, brings the digital experience closer to that of retail. It can even be very useful for creating multichannel synergies.

As this might sound a bit abstract, let’s look at some specific cases.

#1 – Virtual Fitting Rooms

This is the first use we turn to, and it proves to be a distinct advantage. For a long time now, brands like the American company Ray-Ban have been using your computer or phone camera so you can see the product on your own face.

AR gives us the possibility to see glasses (or any other product) integrated with our image, rotate to view different angles, and appreciate, almost as if trying them on in a store, how they look on us.

The benefits of virtual fitting rooms are clear: they not only accelerate conversion but also directly influence reducing the number of returns, thus lowering reverse logistics costs.

#2 – Projection of Bulky Products

What happens when we want to sell a large product or simply a high-ticket item?

A good example would be furniture. These are items that generate certain doubts for us as customers because we need to know if they fit in the corner we have assigned at home, they are difficult to handle, sometimes require assembly, and their price can be a deterrent.

That’s why brands like Ikea or even Amazon have incorporated augmented reality into their websites, apps, and physical catalogs. Being able to see the furniture placed in your living room can be a deciding factor in conversion.

#3 – Sales Assistance

When products are complex or have technical characteristics that need detailed explanation, a photograph or video may fall short.

But if our customer service team has the resource to show the product in detail, with a detailed 360° model, it’s almost as if a salesperson in a store could show it to them. Moreover, to some extent, the customer is autonomous in “looking” exactly what they want or need to verify.

In combination with an efficient chatbot, we are providing a differential service that is not seen in all eCommerce platforms.

#4 – Tutorials and Product Training

Let’s talk about after-sales now. Thanks to Augmented Reality, we can create installation guides for products, provide configuration advice, or even offer step-by-step instructions for assembly, if needed.

Yes, this could be solved with a video, but it has to be very detailed content to work effectively, whereas with Augmented Reality, the step-by-step process happens directly on the product itself. Much easier and faster.

What do you think of this way of applying Augmented Reality in ecommerce? What other cases come to mind?