Google, Amazon, Ikea... how augmented reality is reinventing e-commerce

‍Introduction

Augmented reality (AR) is revolutionizing the world of e-commerce, offering innovative benefits and opportunities for businesses and consumers alike. Giants such as Google, Amazon and IKEA are now integrating AR into their offerings to deliver a more immersive and engaging online shopping experience. This technology enables consumers to visualize products in their real-life environment before purchasing them, radically transforming the way they interact with products online. In this introduction, we'll take a close look at the benefits of augmented reality for e-commerce, highlighting its multiple applications and impact on the online shopping experience.

Advantages and uses of augmented reality for e-commerce

Augmented reality (AR) is emerging as a major catalyst for transformation in e-commerce. 

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Its impact extends across giants such as Google, Amazon and IKEA, where it is redefining the online shopping experience. This technology offers a unique perspective on products, enabling consumers to visualize them in their real-life environment before moving on to purchase. The benefits of augmented reality for e-commerce are many and striking, opening up new avenues for more immersive interaction between shoppers and products.

Google

Focusing on the benefits of augmented reality for e-commerce, it's important to highlight its ability to deliver a richer, more interactive shopping experience. Thanks to 3D models and AR, customers can explore products from every angle, boosting their confidence in their purchasing decisions. On Google, for example, 3D models enable users to see products from different angles in free listings and Shopping ads, while augmented reality allows them to view products in their own environment before purchasing them. For the time being, 3D and AR experiences are only available for shoes and home goods sold in the USA.

This feature is not just a technological gimmick, but also has a significant impact on consumer purchasing behavior. By enabling customers to see what products look like in their personal space, augmented reality reduces the number of returns and improves the overall shopping experience. What's more, products in 3D and AR often generate higher customer engagement, which can lead to increased conversions and more quality clicks.

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Amazon

Amazon is another compelling example of thesuccessful integration of augmented reality into e-commerce. By introducing the"Virtual Try-On for Shoes" feature, Amazon enables customers to try on shoes using augmented reality, which aims to reduce the disincentives to buying clothing and accessories online by offering a more interactive shopping experience. This initiative shows how augmented reality can be used in innovative ways to meet consumer needs and enhance the online shopping experience.

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IKEA

IKEA is also taking advantage of augmented reality to transform e-commerce. For several years now, IKEA has been offering its customers the possibility of viewing furniture in augmented reality through its app. This feature allows customers to see how furniture fits into their space before purchasing, reducing the number of returns and improving the customer experience. By offering customers the chance to visualize products in their own environment, IKEA demonstrates how AR can be used to make the online shopping process more seamless and satisfying.

New trends in e-commerce

In addition to the immediate benefits it offers businesses and consumers, augmented reality is also paving the way for new trends and predictions for the future of e-commerce. As the technology continues to develop and improve, we can expect to see a wider adoption of AR in e-commerce, with new features and applications emerging.

Indeed, as France's leading gambling company, La Française des Jeux (FDJ) has also exploited the possibilities offered by augmented reality (AR) to modernize its marketing initiatives. Faced with the challenge of renewing its visual identity in its 30,000 points of sale, FDJ sought innovative ways to optimize this process. The integration of Retail VR's Instore Activation solution was an effective response to this challenge. This solution enabled FDJ's sales force to produce installation recommendations that were both compliant and accurate in terms of size, while partner retailers were able to visualize their point-of-sale dressing in a realistic way. This approach not only facilitated the work of sales staff in the field, but also helped to reinforce the company's modern image during point-of-sale visits. What's more, the use of Instore Activation enabled FDJ to limit the need for external service providers, thus helping to keep the project budget under control. By internalizing the majority of installation recommendations, FDJ was able to significantly reduce costs compared to a fully outsourced activity. This success testifies to the relevance of AR in the retail sector, and its potential to transform traditional sales processes.

Read Samuel Cartier's full testimonial on Retail VR's Instore Activation solution!

Conclusion

Augmented reality offers a multitude of benefits for e-commerce, redefining the online shopping experience and opening up new perspectives for businesses and consumers alike. Companies such as Google, Amazon and IKEA have already successfully integrated AR into their business strategies, offering customers a more interactive and immersive shopping experience. By enabling consumers to visualize products in their own environment before purchasing them, augmented reality reduces the number of returns and improves the overall shopping experience. What's more, it often generates higher customer engagement, which can lead to increased conversions and revenue growth for businesses. As the technology continues to develop, we can expect to see wider adoption of AR in e-commerce, with new features and applications emerging that will further transform the online shopping experience. Ultimately, augmented reality promises to revolutionize e-commerce, offering businesses and consumers a more immersive, compelling and rewarding online shopping experience.