Augmented Reality in E-Commerce: A Review of Current Applications, Opportunities, and Challenges

Augmented reality (AR) technology has emerged as a promising tool for enhancing the shopping experience in e-commerce (Alalwan et al. in Int J Retail Distrib Manag 45:458–472, 2017). This research paper provides a comprehensive review of the current state of research on augmented reality in e-commerce. The paper begins with an overview of the history and development of augmented reality technology and its current applications in e-commerce (Cho and Kim in Int J Hum Comput Interact 35:1513–1523, 2019). The paper then reviews the opportunities and challenges of using augmented reality in e-commerce, including the impact on consumer behavior, marketing strategies, and the supply chain. The research methodology used to investigate the research question is also presented, including the sample size, data collection instruments, data analysis techniques, and ethical considerations (Alalwan et al. in Int J Retail Distrib Manag 45:458–472, 2017). The results of the research are presented and interpreted in the discussion section, followed by recommendations for future research and practice.