Introduction: The Growing Impact of Augmented Reality in E-Commerce
In recent years, augmented reality (AR) has emerged as a transformative force in online shopping. By offering consumers immersive and interactive ways to experience products, AR has evolved from a tech novelty into a valuable tool for online retailers. According to recent insights from YouGov Profiles, a percentage of consumers see value in AR for its practical applications, while others express reservations about potential health effects and question its practicality. This blog explores these consumer insights, highlighting the benefits, concerns, and strategic implications of AR for brands seeking to elevate the online shopping experience.
AR’s Practical Applications Make It a Valuable Tool for Consumers
One of the strongest endorsements for AR’s value comes from its real-world applications, with 71% of South Africans agreeing that AR is useful due to its practical benefits (YouGov Profiles). This high level of agreement indicates growing recognition of how AR adds convenience and clarity in online shopping, helping consumers visualise products in real-world settings. AR allows shoppers to virtually “try on” clothes, see how a couch looks in their living room, or test different car customisations—all from the comfort of one’s home.
By enhancing visualisation, AR reduces the guesswork in online shopping, allowing consumers to make more informed decisions. Brands in industries like furniture, automotive, and fashion have already tapped into AR’s potential, creating interactive ways for customers to engage with their products. As consumers increasingly value these practical uses of AR, brands that incorporate AR thoughtfully are likely to see improvements in customer satisfaction and engagement.
Enhanced Product Experiences: Bringing Products to Life Before Purchase
Beyond its practical uses, AR enables consumers to experience products before committing to a purchase, with 64% of South Africans agreeing that AR and VR provide valuable pre-purchase experiences. This ‘try before you buy’ capability is particularly valuable in categories that rely on the tactile experience, such as apparel, cosmetics, and furniture. By bridging this sensory gap, AR allows consumers to see products in context, such as how an outfit looks on them or how a shade of lipstick complements their skin tone.
This interactive experience helps consumers make more confident decisions, reducing the likelihood of returns and increasing satisfaction. When brands use AR to enrich the online shopping journey, they offer consumers an experience that feels closer to shopping in-store, making online shopping both reliable and enjoyable.
The Fun Factor: Making Online Shopping More Engaging with AR
The interactive nature of AR doesn’t just make online shopping more practical—it also makes it more enjoyable. According to YouGov Profiles, 61% of consumers believe that AR would make online shopping more fun. By adding an element of exploration and play, AR transforms the shopping experience from a transactional interaction into an engaging journey.
Retailers can leverage this appeal by creating AR-driven try-ons, virtual fitting rooms, and interactive product demos. Gamified AR elements, such as limited-time virtual try-ons or experiences that unlock discounts, can make shopping more dynamic and memorable. When shopping becomes an enjoyable experience, consumers are more likely to return, increasing brand loyalty and fostering a deeper connection with the retailer.
Consumer Health Concerns Around AR and VR Use
While AR technology offers clear benefits, it also raises some concerns. 48% of respondents expressed worry that using AR and VR could lead to health issues, such as eye strain or motion sickness (YouGov Profiles). These concerns highlight the need for brands to consider user comfort when implementing AR experiences. Prolonged exposure to AR, especially on smaller screens like mobile devices, can cause visual fatigue for some users.
To address these concerns, brands can provide usage guidelines, encouraging consumers to take breaks or adjust screen settings. Designing AR experiences that are immersive yet brief can help consumers enjoy the benefits of AR without experiencing discomfort. By balancing innovation with responsible usage practices, brands can offer engaging AR experiences while respecting consumer health and well-being.
AR’s Potential to Transform Routine Activities Like Grocery Shopping
For some consumers, everyday shopping activities such as grocery shopping feel monotonous. 44% of consumers agree that grocery shopping is boring (YouGov Profiles), suggesting that AR could play a role in transforming these routine experiences. By adding an interactive element to grocery shopping, AR can make the process more informative and enjoyable.
Imagine an AR app that helps consumers navigate grocery aisles with real-time product suggestions based on dietary preferences, provides virtual recipes, or highlights discounts. Such applications could make the grocery experience not only more enjoyable but also more personalised. Retailers who integrate AR for routine shopping tasks can differentiate themselves in a crowded market, adding value to everyday shopping.
Challenges to AR Adoption: Scepticism About Practicality
Despite the growing acceptance of AR, YouGov Profiles shares that 42% of South Africans remain sceptical about its practical applications, expressing doubt about AR and VR’s usefulness in everyday life. This scepticism suggests a need for more education about AR’s real-world benefits, especially for consumers who may view it as more of a gimmick than a useful tool.
Brands can address this by showcasing clear, real-world applications of AR and communicating how it enhances the shopping experience. Offering tutorials, case studies, and demonstrations can help consumers see the value of AR firsthand. As more people experience it’s practical benefits, their comfort with the technology—and its role in enhancing online shopping—will likely grow.
Conclusion: Strategic Implications for Retailers Using AR
Augmented reality is set to play a transformative role in the future of online shopping, with consumer data supporting its potential to make digital interactions more practical, engaging, and enjoyable. By integrating AR thoughtfully, retailers can address both the practical needs and entertainment desires of their customers, creating online experiences that stand out in a competitive market.
However, the journey toward full AR adoption requires retailers to address health concerns and scepticism around the technology’s practicality. By offering clear, real-world benefits, ensuring comfort, and making AR experiences genuinely useful, brands can unlock the potential of augmented reality to enhance the online shopping experience, building trust and engagement with today’s digitally savvy consumers.
Methodology:
Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.
Dataset: 2024-10-20
Nationally representative sample of South African adults with access to the internet, aged 18+
n ~ 5529
