Remember when online shopping meant scrolling through flat product images and hoping the color matched in real life? That’s changing right as you read this article. What used to be an innovation is now actively reshaping how we shop, interact with products, and design digital experiences. What used to be a “nice-to-have” is quickly becoming an expectation. And the numbers prove it.
💡 By 2025, over 60% of U.S. consumers will use AR for retail. Gen Z leads the charge — 92% want AR tools built right into their ecommerce experience.
In other words: if your brand isn’t offering this yet, your next generation of customers is already shopping elsewhere.
In this article, we’ll break down how major brands are using them to boost results, and how you can start applying them too, even in SME business.
From screens to showrooms: how AR and VR are transforming ecommerce
You can see AR (Augmented Reality) as a cool upgrade to your reality: your smartphone or smart glasses display extra layers of information or graphics, whether it’s a fun filter on Instagram or an app that lets you see how new furniture might look in your living room. VR (Virtual Reality) is a full-on escape from the real world — like a training simulator, a game, or even a digital museum.
But why are AR and VR such game-changers for online retail? Because they tackle some of the most persistent challenges that digital shopping hasn’t been able to solve until now.
- How do I know it will fit?
- Will it actually look good on me?
- How do I feel about this brand?
They’re the very friction points that cause abandoned carts, high return rates, and missed opportunities. But with AR and VR, they can rotate a sneaker in 3D, see a sofa in their living room, or try on glasses with perfect facial tracking, all before they commit to buying.
AR and VR technology in e-commerce: solutions worth attention
Virtual showrooms
AR and VR take the idea of window shopping and cranks it up to 11. With a headset (or sometimes just a screen), shoppers can step into a fully immersive environment, like a digital car dealership, furniture gallery, or even a luxury boutique. VR lets users walk through a 3D version of your store or interact with a product at life scale. For the sake of the example, see how Kia embedded VR into their larger growth strategy.
Example: Kia is leading the charge
In 2023, Kia Finland launched a next-level experience for their EV9. Using Varjo mixed reality headsets, visitors sat in real car seats and explored the vehicle virtually, down to tiny cockpit buttons and lighting controls. It felt like sitting inside the actual car, months before it hit the market.
Their AR/VR agency has worked hard on other initiatives — like a metaverse showroom, where users could explore cars like the Sportage SUV as digital avatars, and a Live Stream Showroom that connects shoppers with real dealers via video for personalized, interactive tours. If you visit their website, you can experience what it’s like to sit in their cars right from your laptop.
💡 Business impact?
It’s no coincidence that Kia hit 3.1 million global sales in 2024, setting a new record for the second year in a row. Expanded lineup played its part, but investing in digital experiences have certainly helped. What’s especially telling: a Google Cloud study found that digital engagement increased customers’ intention to repurchase by 4% to 13%. In other words, as sales rise, so does lifetime value — a clear win for business.
AR try-ons: because guesswork is so last season
Guessing how something will look on you (or in your home) is one of the biggest pain points in online shopping. Will those sunglasses suit your face? Will that lipstick shade wash you out? Will the new sofa actually fit your space? Augmented Reality (AR) takes the guesswork out of it. With just your phone camera, you can now “try on” products in real time — no mirror, no returns, no regrets. Whether it’s fashion, beauty, or furniture, AR helps shoppers see the product on them or in their world before buying.
Example 1: L’Oréal’s ModiFace
L’Oréal’s ModiFace takes AR beauty to the next level. It lets shoppers preview makeup products (lipstick, foundation, eyeshadow) right on their faces using real-time AR — and makes it very realistic.
💡 Business impact?
L’Oréal’s investment in AR is paying off. Since acquiring ModiFace in 2018, the company saw ecommerce sales surge — up 38% in 2018 and over 50% in 2019, largely thanks to virtual try-ons. Even better? Conversion rates jumped by 20% to 80% in some marketing campaigns, turning more curious browsers into confident buyers.
Example 2: Warby Parker
Warby Parker has turned your phone into a personal eyewear stylist. Their AR try-on tool uses facial mapping technology to place virtual frames directly on your face, and it’s not just a static overlay. As you move, the glasses move with you, adjusting to angles and lighting in real time. You can swipe through styles, check the fit from every side, and get a feel for how each pair complements your face shape. It’s quick and surprisingly fun — no mirror (or store visit) needed.
💡 Business impact?
The technology supports Warby Parker’s omnichannel strategy, complementing their popular home try-on program and physical stores, thus broadening customer touchpoints and improving overall satisfaction.
Interactive product catalogs
Another way brands are using creative AR and VR to level up the shopping experience? Interactive product catalogs. Customers can rotate, customize, and explore 3D product models right on the website — viewing textures, sizes, and variations in real time. It’s the closest thing to picking up a product in-store, but without ever leaving your screen.
Example 1: Nike
Nike gives shoppers the power to explore sneakers like never before. Users can rotate shoes in full 360°, switch between different colorways, and even see how the sneakers look on virtual foot models. This lets customers examine every detail, from the texture of the sole to the logo placement, and get a feel for how the shoes will look in real life, all before clicking “add to cart.”
💡 Business impact?
Nike reports that returns dropped by up to 20%, and conversion rates climbed — all thanks to better sizing confidence. Less guesswork for customers, fewer costly returns for the brand.
Example 2: Lexus
Lexus takes the guesswork out of car shopping with an online configurator that feels more like a personal design studio. You can tweak the paint, swap out the wheels, explore different interior trims — all in real time. Their VR agency made it sleek, photorealistic, and lets you see exactly how your dream Lexus will look long before you set foot in a dealership.
💡 Business impact?
Lexus is seeing growth in its shift to electrified vehicles, with global sales hitting 47% in 2023 and climbing to 52% in 2024. A big part of that success is models like the RZ and UX300e, which customers can customize in detail using Lexus’s online configurators. Suprise-surprise.
AR in-store navigation
With AR-powered navigation apps, shoppers can use their smartphones to follow visual directions overlaid onto the physical store layout. Think arrows guiding them straight to the paint aisle, or product highlights popping up on shelves in real time. As stores grow in size and complexity, some brands are turning to AR to simplify in-store navigation and reduce shopper frustration.
Example 1: Lowe
Home improvement stores are known for being big, busy, and, let’s face it, easy to get lost in. That’s why Lowe’s launched Lowe’s Vision: In-Store Navigation, an augmented reality app designed to help shoppers find exactly what they need, without wandering. The app guides customers through the store in real time. Just point your phone and follow the arrows — literally. It overlays directional prompts onto the store aisles, leading you to each item on your list.
The app also lets shoppers build a list, view product reviews, and access detailed information while standing in front of the shelf. This blend of physical and digital experience means faster trips, smarter decisions, and less frustration.
Example 2: IKEA
IKEA is turning to AR to make navigating its sprawling showrooms a little more straightforward. As part of its digital transformation, the brand has piloted an AR navigation tool that guides shoppers through showrooms using real-time visual cues and overlays. Just open the app, follow the arrows, and you’ll be led straight to that perfect lamp or flat-packed bookshelf, with no detours through five kitchen setups required.
The experience goes beyond simple directions. Customers can also see product info, availability, and personalized suggestions as they move through the store, turning a typical trip into something smarter and more efficient. It’s especially helpful for first-time visitors or anyone shopping with a specific list.
💡 Business impact?
A detailed case study on IKEA Place showed a 40% drop in returns for products available in AR compared to those without it. Why? Because the app tackles the biggest friction in furniture shopping — uncertainty about fit and style. When customers can see how a piece will look in their space before buying, what arrives at the door is exactly what they expected.
I’m not IKEA. Do I still have a shot with AR/VR?
Here’s the good news: implementing AR/VR in e-commerce doesn’t mean spending a massive budget or an in-house tech team to bring AR into your store. Big brands with deep pockets get the headlines, but immersive shopping isn’t just for them. But first, do you really need VR on your website or is the problem something else entirely? Let’s break it down.
When adding AR for e-commerce is a mistake
1. You’re masking design issues with a flashy feature
If your product pages aren’t converting, it’s tempting to reach for something eye-catching. But VR isn’t a band-aid. If visitors aren’t clicking “buy,” the problem likely runs deeper: unclear value props, weak hierarchy, or confusing nagivation.
Start by evaluating your design foundation:
- Can users scan your page in under 10 seconds and know what’s being sold?
- Is there a clear visual hierarchy? (Headlines > subheadings > calls to action)
- Are product details grouped logically, with enough space between elements?
- Are your CTAs clear and logical?
- Is your mobile layout just as usable as desktop?
They’re the very friction points that cause abandoned carts, high return rates, and missed opportunities. But with AR and VR, they can rotate a sneaker in 3D, see a sofa in their living room, or try on glasses with perfect facial tracking, all before they commit to buying.
2. Your product doesn’t benefit visually from a 3D experience
Some products just don’t gain much from being rotated or placed in space. If your item is flat or uniform (like a sponge, a T-shirt, or a bottle of cleaning spray), VR is unnecessary. In these cases, you’ll get far more impact from high-quality photography that shows texture and scale, consistent layout and sizing across product cards, and clear comparisons between choices. A structure that helps customers find the right information fast often does more to drive conversions than full 3D immersion ever could.
3. Your site can’t handle the visual weight
VR assets are heavy, especially when paired with high-res textures, interactive UI elements, or custom features. If your site is already slow or cluttered, VR development can overload both your load times and your user’s attention.
4. You haven’t nailed your visual fundamentals
Before diving into 3D, make sure your 2D works. Are your buttons clear? Is your typography readable? Do your microinteractions support the buying journey, or distract from it?
So, we can see that AR/VR does make sense when:
- Your site is already optimized: clean UI and mobile-ready, trackable UX design
- Shoppers need to understand scale, detail, or placement before buying
- You’re creating a branded experience (e.g., luxury, pre-launch, flagship product)
Where do I begin with AR/VR?
Shopify’s platform and app ecosystem make AR/VR a realistic, ROI-driven reality for mid-size businesses that are ready to elevate their online experience. Thanks to Shopify’s growing ecosystem of AR/VR apps, the barrier to entry is refreshingly low. Most tools come with free plans or trials, and the setup is often as simple as uploading a product photo or adding dimensions. For more complex or custom experiences, VR companies can plug into the Shopify ecosystem to deliver solutions that go beyond plug-and-play.
And while the effort is small, the impact is big. Benefits are just as powerful for mid-sized brands as they are for the big players we’ve talked about above. AR visualization leads to up to 200% higher conversion rates, fewer returns, and longer time spent engaging with products. And because many of these apps support mobile WebAR, they meet customers where they already are: on their phones.
Top Shopify AR/VR solutions to implement in your ecommerce brand
Shopify supports hundreds of AR/VR solutions, but to give you a clearer picture of how businesses are actually using them, we’ll walk you through just a few standout examples.
SeeFit AR – AR Size Checker
How it works: Automatically generates 3D “size boxes” around products so shoppers can preview scale in their space — a great fit for home goods and furniture. No complex 3D models required, and it’s quite affordable to implement.
LEVAR: 1‑Click 3D & AR
How it works: It offers virtual try-ons and mobile-optimized AR, all with no extra downloads. You can upload your 3D models or let LEVAR create them, then activate a “See in Your Space” button across product pages, emails, social, and landing pages.
Fira: Easy 3D & AR Products
How it works: Turn simple video demos into interactive 3D and AR models automatically. Customers can rotate and place your products, and the AI-powered workflow means no 3D design skills needed.
These tools aren’t limited to one niche. Whether you sell home decor, sneakers, sunglasses, or boutique dresses, there’s likely a Shopify AR solution that fits your products and buying journey. VR design agencies can help you with implementing these solutions right. Chat with our team to see which solution will work for your business.
💡 AR and VR represent a true evolution in how people interact with digital products. If you’re a founder or decision-maker in e-commerce, AR/VR can be a powerful lever for driving conversions, building customer loyalty, and future-proofing your brand. Remember that the next best time to start thinking about implementing these solutions is now.
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Your questions, answered
Can small brands use AR/VR in e-commerce too?
Absolutely. Tools like Shopify apps make it easy (and affordable) to launch without a full tech team. Talk to your team to get details.
What products work best with AR/VR?
Anything where size, fit, or design matters: sneakers, sofas, sunglasses, lipstick. If customers ask “Will this work for me?”, AR probably helps.
When should I turn to the VR agency?
Turn to a VR agency once your site and UX are optimized and your product truly benefits from spatial or immersive interaction — otherwise, it may be too early or unnecessary.
Does AR/VR actually impact sales?
Yes. Brands see higher conversions, fewer returns, and longer on-site time. For example, Nike dropped returns by 20%, and L’Oréal boosted sales by over 50%.
Which AR/VR solutions work best for e-commerce?
It depends on your product, but tools like SeeFit (for sizing), LEVAR (for try-ons), and Fira (for 3D demos) are Shopify go-tos. Bonus: they’re mobile-first and don’t require downloads.
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