TRANSFORMING THE E-COMMERCE LANDSCAPE: EXPLORING THE BENEFITS AND APPLICATIONS OF AUGMENTED REALITY

Purpose: The goal of processing this concept is to get vivid hands on the future of E- commerce industry with the inclusion of Augmented Reality, which has resulted in changing the whole scenario of the E-Commerce industry and to examine its life in future. Approach: This research is carried out in order to understand the end-user’s preference and inclination towards the well-suited experience in E-Commerce in the matter of fashion & apparel, furniture & home-décor, automotive & transportation, how much brick & mortar stores have been impacted of AR tech. Findings: AR is not affected by the gender of any individual, consumers are more inclined towards buying products via AR as they own better experience via this tech & they do believe that demonstration should be made available to them priorly, social media & fashion & apparel are the most preferred medium by the end-users. Originality Value: This study provides in detail comprehension on the thinking of the end-users how AR can impact the brick & mortar stores, what products it may suit well with, main benefits, how e-commerce companies can improve their use on AR to get benefit & drive sales.