Enhancing the Online Shopping Experience with Virtual Reality and Augmented Reality Videos

H. M. Udanee Sachithra Rathnayake Samarasinghe (), Umesha Dabare () and Ranitha Sachinthana Weerarathna ()
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H. M. Udanee Sachithra Rathnayake Samarasinghe: Beacon International College
Umesha Dabare: SLIIT Business School, Sri Lanka Institute of Information Technology
Ranitha Sachinthana Weerarathna: SLIIT Business School, Sri Lanka Institute of Information Technology

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 85-98 from Springer

Abstract: Abstract Virtual Reality (VR) and Augmented Reality (AR) are rapidly emerging technologies combining digital and physical surroundings to provide extremely immersive and engaging user experiences. These technologies are progressively influencing the future of digital commerce by changing the way consumers interact with businesses and products. This chapter investigates the revolutionary power of VR and AR in altering the online buying experience by bridging the sensory and experiential gaps typically associated with e-commerce. These technologies improve customer engagement, boost confidence, and personalize the buying experience by utilizing immersive simulations and real-time product displays. The chapter looks into fundamental principles, actual applications, and the technology infrastructure necessary for successful execution. Taking real-world examples in a cross-industries approach representing beauty, fashion, automotive, and home decorations, it further explains how VR and AR influence consumer behavior and decision-making. Ultimately, these bring into light emerging trends and strategic opportunities, illustrating how these immersive technologies would drive innovation, strengthen brand loyalty, and shape the future of retail in a dynamic, digital marketplace.

Keywords: Augmented reality; Consumer experience; E-commerce; Immersive technology; Retail innovation; Virtual Reality (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-7809-2_6

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