The Role of AR and VR in Shaping E-Commerce: A Literature Review

Himani  Choudhery; Subodh Kesharwani

Himani Choudhery School of Management Studies, Indira Gandhi National Open University, New Delhi
Subodh Kesharwani School of Management Studies, Indira Gandhi National Open University, New Delhi

Keywords: Augmented Reality | Virtual reality | E- commerce | Consumer Experience | Online Shopping

Abstract

Purpose: Augmented Reality (AR) and Virtual Reality (VR) has a potential to transform the e-commerce sector by offering immersive, interactive, and tailored buying experiences. This study attempts to investigate the current literature to explore the influence of AR and VR technologies on customer engagement and behaviour in e-commerce, as well as the prospective developments of AR and VR in transforming the e-commerce sector. The paper examines many academic and industrial sources that highlight the increasing significance of AR and VR in e-commerce, its primary uses, the obstacles they encounter, and their prospects for further advancement.

Design / Methodology / Approach: A literature review of academic articles, industry reports, and case studies published in the last 7 years was conducted to assess the role of AR and VR in e-commerce. The sources were retrieved from academic databases such as Google Scholar, Scopus, IEEE Xplore, and industry reports. The keywords used for search include terms such as “AR and VR in E-Commerce,” “AR in e-commerce,” “VR shopping experience,” “virtual retail,” “E-Commerce and VR,” and “immersive technologies used in online shopping.”

Findings: The study reveals significant conclusions about upcoming technologies like AR and VR in relation to e-commerce. The analysis concludes that augmented reality (AR) and virtual reality (VR) enhance consumer involvement in retail, particularly within the fashion sector, resulting in enhanced customer interaction, experiences, and satisfaction. Findings also suggest that AR and VR positively influence purchase decisions, and retail firms should merge virtual and physical commerce channels. These findings underscore the importance of augmented reality and virtual reality technologies as catalysts that improve the operations of the E-commerce business.

Originality: This study significantly contributes to the literature on AR, VR and e-commerce, hence adding to the current body of knowledge. The literature review from verified sources enhances the trustworthiness and credibility of the findings. The results indicate the path for further study.

Paper Type: Review of Literature