Augmented Reality in E-Commerce

This chapter discusses the integration of Augmented Reality into e-commerce. AR improves the shopping experience by connecting the digital and physical worlds. It offers tangible benefits such as enhanced product visualisation, virtual try-on, and increased customer engagement that build trust and reduce purchase uncertainty. AR overcomes the physical limitations of online shopping with features such as magnified views and 360-degree product displays. It also serves as a dynamic marketing tool. The chapter presents numerous examples of the application of AR in e-commerce with examples from the fashion, cosmetics industry, among others. Innovative marketing campaigns and social media integration demonstrate the potential of AR in increasing brand visibility. Emerging trends in AR include integration with Virtual Reality, AR-based social shopping, live broadcasts with AR filters, and product personalisation.