A recent study indicates the augmented reality (AR) market is expected to reach $89 billion by 2026, signaling a significant shift in retail dynamics. With projections suggesting 75% of online shoppers will use AR technologies for shopping, major companies such as Google, Apple, and Amazon are already integrating AR into their customer offerings.

This technology allows consumers to visualize products in their real-life environment, offering a more interactive and enjoyable shopping experience. Features like virtual try-ons and furniture placement in real-time settings are among the AR innovations enhancing online retail.

Despite the rapid advancement of AR, the study shows its impact on retail might be less disruptive than anticipated. Traditional shopping behaviors, including store visits and overall spending, appear to remain stable in the face of digital innovation.

For marketing undergraduates, the findings highlight the strategic importance of AR in retail. It suggests that AR can make shopping experiences more personalized and intuitive without completely overtaking traditional retail elements.

The study employs a mix of qualitative interviews and quantitative analyses, including structural equation modeling (SEM) and artificial neural network (ANN), to explore AR’s influence on consumer behavior. This comprehensive approach helps identify how AR features directly impact shopping decisions and engagement levels.

Industry giants’ active incorporation of AR points to its growing role in enriching customer shopping journeys, suggesting a future where digital and traditional retail coexist more seamlessly.