Augmented Reality: Bringing the In-Store Experience Online
How AR and computer vision are enhancing online shopping with immersive product views, interactive displays, and new forms of virtual try-on.
The online shopping experience has come a long way but has always lacked the ability to truly interact with products before purchasing. While high-resolution photos and detailed specifications help, they cannot replicate actually seeing, touching, and trying on an item. This is where augmented reality (AR) comes in, helping to bridge the gap between physical and digital retail.
Forward-thinking companies are now harnessing the powers of artificial intelligence (AI) and computer vision through AR to enhance online shopping in immersive new ways. Some key ways brands are using AR include:
Interactive 3D Product Views Increase Conversion
Many retailers have introduced interactive 3D product views that allow customers to see items from any angle on their mobile or desktop screen. Using computer vision algorithms, AR inserts 3D models of products into the real-world camera feed, making it feel like the item is really there. Customers can spin, zoom in, and examine fine details just as they would in a physical store.
According to a study by Threekit, products enabled with 3D or AR views see conversion rates up to 250% higher compared to regular images. Brands like IKEA, Wayfair, and Crate & Barrel have incorporated AR views into their sites. IKEA’s mobile app takes it a step further by allowing users to overlay 3D furniture models into an image of their own home, getting a precise sense of fit and layout before ordering large items. This type of immersive AR experience relates closely to browsing and evaluating products on an actual store shelf.
According to a study by Threekit, products enabled with 3D or AR views see conversion rates up to 250% higher compared to regular images.
Virtual Try-On Converts Browsers into Buyers
Another common AR application is virtual try-on for apparel, cosmetics, eyewear and more. AI-powered computer vision detects the customer’s face or body shape from a selfie or video and overlays digitized products onto their real-world image. They can then see themselves wearing or using the item to evaluate fit, size, and how it looks from different angles before purchase.
According to research by CGI, 61% of shoppers are more likely to purchase clothing or accessories online when virtual try-on is available. Major makeup brands like L’Oreal and MAC offer virtual makeup try-on through their apps and sites. Sephora’s lipstick try-on feature helped drive over 100 million virtual samplings in just a few months.
Luxury retailers like Saks Fifth Avenue provide virtual clothing try-on for handbags, shoes, and full outfits from top designers. Startups like Virtual Mirror are even introducing virtual fitting rooms embedded directly into retailers’ websites using front-facing cameras. These tools replicate the experience of trying on items in a fitting room much more accurately than static product photos alone.
Interactive Displays Increase In-Store Revenue
Next-level AR experiences go beyond photos or 3D models by implementing interactive elements and simulations. For instance, furnishings companies like IKEA place AR-enabled IKEA displays and interactive kiosks throughout stores. Customers can use these to freely navigate 3D room layouts, adjust lighting and finishes, see how furniture fits together, and identify compatible products to build full room designs.
According to research by CGI, 61% of shoppers are more likely to purchase clothing or accessories online when virtual try-on is available.
According to an IKEA case study, their AR app was used over 2 million times in-store, increasing the average purchase value by 20–30% for users who engaged with it. Bringing elements of this in-store experience online allows distant shoppers the same interactive design exploration previously only possible in-person.
It taps into people’s innate desire to fully visualize and play with how products will look and function in their unique space — core aspects of the physical shopping process that digital shopping previously couldn’t offer without AR.
The Future of AR Shopping
As the capabilities of AR, computer vision, and AI continue advancing, the lines between virtual and real-world retail will continue blurring in fascinating new ways. By 2025, the AR ecommerce market is projected to reach over $80 billion in revenue according to Statista. These emerging technologies bring the most immersive aspects of in-person shopping safety and conveniently to our digital devices, making online the new front line for interactive product discovery, visualization, and purchase evaluation.
For brands and shoppers alike, augmented reality shopping represents a logical evolution that raises the bar for innovative, customized, and engaging online customer experiences.
