An Evaluation of Leveraging AR and VR for Enhanced Customer Engagement and Operational Efficiency in e-Commerce

In the contemporary global economy, technology serves as the driving force behind industries spanning diverse sectors, marked by transformative industrial revolutions that significantly impact businesses and communities. Despite the commerce industry's substantial digital evolution, it faces persistent challenges on online platforms, including issues like shopping cart abandonment, elevated product return rates, and a lingering lack of customer confidence in eCommerce establishments. This paper delves into the potential of Augmented Reality (AR) and Virtual Reality (VR) to address these challenges, offering a novel perspective on merchandise representation and the overall retail experience. By integrating AR and VR technologies into Malaysian eCommerce companies, this research proposes a solution aimed at fostering positive consumer engagement and enhancing the psychological aspects of online retailing.