Augmented reality for eCommerce product visualization: a guide | Omi.so

Shoppers don’t just want to browse anymore: they want to experience products before they buy. That’s why brands turn to augmented reality (AR). With AR, customers can try on sunglasses or place a couch in their living room — all from their phone. It’s the next best thing to shopping in person.

And it’s not just a cool feature. Brands that use AR have seen engagement skyrocket, conversions climb, and return rates drop. Some retailers have even reported a 94% boost in sales thanks to AR-powered shopping experiences*. (Source: How AR is creating personal brand experiences, Think with Google)

This guide explores how AR works, why you should consider using it, and best practices for implementing AR product visualization.

Understanding augmented reality in product visualization

Augmented reality in product visualization transforms how customers engage with products by bringing lifelike 3D models into their real-world environment through mobile devices, tablets, or AR glasses.

AR bridges the gap between digital and physical retail by creating immersive and engaging shopping experiences. Shoppers can see how a pair of shoes looks on their feet or try different makeup shades — wherever they are in the world.

Consequently, AR boosts confidence in purchase decisions, reduces uncertainty, and makes online shopping feel more like an in-store experience.

AR vs. VR: what’s the difference?

Augmented reality (AR) and virtual reality (VR) are often mentioned together, but they create distinct experiences.

AR enhances your real-world experience by adding digital elements to it. Think of it as a digital layer applied to what you see through your phone or AR glasses: like previewing how a wall-mounted shelf fits in your hallway or seeing how a standing lamp lights up a corner of your room.

VR, on the other hand, replaces reality entirely. It immerses users in a virtual environment, usually through a VR headset. Instead of interacting with their actual surroundings, users enter a computer-generated world such as a virtual showroom, a video game, or a simulated training session.

Both technologies can create interactive shopping experiences, but AR is more accessible for eCommerce because it functions on everyday devices like smartphones and tablets.

Why use AR for eCommerce product visualization?

As we mentioned above, AR visualization makes online shopping more immersive. AR helps brands improve customer satisfaction, increase conversion rates, and reduce returns by boosting customer confidence in purchase decisions.

This section breaks down the key benefits of AR in eCommerce and explains how it helps brands stand out, attract customers, and increase sales.

Gain a competitive edge

Online retail is a crowded industry, so being able to offer a unique shopping experience is one of the best ways to stand out. Brands that deploy AR experiences do exactly that by transforming how customers interact with products.

And customers are taking notice, with 61% of consumers stating they prefer retailers that offer AR experiences. Brands that integrate AR aren’t just keeping up with trends: they’re setting themselves apart. 

Increase customer engagement 

AR experiences prompt shoppers to stop, explore, and interact. This tech turns passive browsing into active engagement, giving customers a reason to spend more time with your brand.

And the more time shoppers spend interacting with your products, the more likely they are to convert; brands that embrace AR report significantly enhanced customer engagement. 

Plus, augmented reality experiences are highly shareable. Customers love posting virtual try-ons and interactive product previews, which helps create organic social buzz to drive even more traffic and engagement.

Improve product understanding

One of the biggest challenges of online shopping is that customers can’t physically interact with products. AR takes customers one step closer to an in-store experience by allowing them to place products in their space, view them at true-to-life scale, and explore details in context. 

Whether it’s to check if a table fits in their dining room or see how a pair of glasses looks on their face, AR provides customers with a better understanding of products before buying online.

Boost conversion rates

AR’s ability to give buyers a better understanding of a product helps them feel more confident in their decision. Consequently, the technology helps bridge the gap between consideration and conversion.

And the numbers back it up. L’Oréal, for example, saw its conversion rates triple after implementing virtual makeup try-ons.

What’s driving these results? Researchers suggest that AR improves self-projection, or the ability for customers to see a product as something they own rather than just something they’re considering.

Reduce return rates

Returns are a costly problem in eCommerce, often driven by unmet expectations such as products that look different in person, don’t fit as expected, or don’t function as imagined. AR technology helps solve this by giving shoppers a more accurate understanding of products before they buy.

The result? Fewer mismatched expectations, and ultimately, fewer returns. And the impact is real. Shopify found that AR-powered product pages reduced return rates by 40%.

Real-world applications of AR product visualization

AR is changing the way people shop, and forward-thinking brands are using it to create immersive experiences for their customers. 

This section explores some of the most impactful ways brands are using AR to enhance shopping experiences, reduce uncertainty, and drive sales.

Interactive product demos

Seeing is believing, but being able to interact with a product is even better. Traditional product demos rely on videos or static images, but AR makes them fully immersive.

Using their mobile phone, shoppers can view products from every angle, test configurations, and see how key features work. This hands-on experience builds confidence and makes complex or high-consideration purchases easier.

A great example is Midea’s “Ride the Wave” AR experience. To showcase their Wave-Impeller High-Efficiency Washer, Midea launched an interactive AR demo in Lowe’s retail stores. Shoppers could use their smartphones to see the washer’s features in action, better understand its innovative impeller technology, and examine its sleek design.

Virtual try-ons and fittings

Virtual try-ons are one of the most powerful applications of AR in eCommerce. Being able to see themself wearing a product eliminates guesswork and helps a shopper feel confident in purchasing an item. 

Burberry is one brand embracing this technology to improve their online shopping experience. They launched an AR-powered shopping experience that lets customers virtually try on their iconic scarves. Shoppers can explore 50 unique scarf options and two traditional styling methods, making it easier to find the perfect match. 

The experience is smooth, interactive, and even shareable. Customers can snap photos of their virtual try-ons and send them to friends before deciding.

Furniture and home decor placement

Buying furniture online can be a gamble. Will it fit in my space? Will the color match my walls? Will it look as good in real life as it does in the photos? AR eliminates the guesswork by letting customers see true-to-scale 3D models of furniture in their own space, from every angle.

One of the best examples of this is the IKEA Place app, where customers can virtually place true-to-scale 3D models of IKEA furniture in their home to check size, style, and fit. Aside from making the shopping experience more interactive, the accuracy this experience provides boosts buyer confidence to help drive conversions.

Customer education

Some products need more than a description or a spec sheet, and customers need to see how they work to truly understand them. AR makes this possible through interactive product education. Instead of reading a manual or watching a video, customers can see features in action, get real-time guidance, and explore functionalities in a more engaging way.

A great example of this is GrameenGuru, a financial services platform that uses AR to educate customers on complex financial products. AR-based stories and interactive demonstrations make it easier for users to visualize concepts and services. 

Gamification

Adding game-like elements to shopping makes it more interactive and fun. AR takes this further by turning everyday shopping into an adventure to keep customers engaged and coming back for more.

Brands like Vodafone and Shake Shack have used AR-driven scavenger hunts to drive engagement and sales. Vodafone’s "Elf and Seek" game let players catch digital elves for prizes, while Shake Shack launched an AR scavenger hunt in New York City to promote its White Truffle Burger, boosting both limited-time and regular menu sales.

Best practices for implementing AR product visualization for your business

AR can be powerful, but only when done right. This section covers AR product visualization best practices, from choosing the right technology to integrating it seamlessly, to help you create engaging, easy-to-use experiences that add real value and drive sales.

Choose the right AR technology

Not all AR tech works the same way. Choosing the right type depends on what kind of experience you want to offer. Here are the main options:

• Marker-Based AR uses QR codes or specific images to trigger an AR experience. It’s best for controlled, simple interactions, like scanning a product label to reveal extra details, tutorials, or 3D views.

• Markerless AR detects real-world surfaces (like floors and tables) and places digital objects in the environment. It’s ideal for furniture, home decor, and lifestyle products, where customers need to see how items fit in their space.

• App-Based AR requires users to install an app. It offers more advanced, high-performance interactions like movement tracking, enhanced visuals, and persistent AR experiences.

• WebAR runs directly in a web browser. This makes it great for quick, accessible experiences, though it may have fewer advanced features than app-based AR.   

Create engaging AR experiences

AR is only as effective as the experience it delivers. To offer real value, the experience needs to be intuitive, interactive, and customer-focused. Here’s how to create engaging AR experiences.  

• Make it useful, not just flashy. AR should solve a problem — whether it’s helping customers visualize a furniture item in their space, see how makeup matches their skin tone, or understand how a product works. Focus on functionality over novelty.

• Tailor AR to your audience. A beauty brand’s virtual try-on should feel fun and playful, while a home decor AR tool should focus on realistic lighting and scale. Think about what matters most to your customers and design an experience that answers their biggest questions.

• Highlight key product features. Add interactive elements — like texture close-ups, color swaps, or product animations — that show key functionalities and features of your product.

• Incorporate social sharing. If possible, give customers the ability to capture and share your AR experience on social media. This boosts engagement and creates organic brand awareness.

Integrate AR experiences into your eCommerce store

Once you design your AR experience, make sure it’s easy for customers to access and use.  The best AR experiences load quickly, work smoothly across devices, and don’t require extra steps like downloading an app unless absolutely necessary.  

Here are some tips for creating a frictionless AR experience for your eCommerce store: 

1. Check your platform’s AR capabilities. Some eCommerce platforms, like Shopify (AR Quick Look) and Magento, have built-in AR support. If your platform doesn’t, you may need third-party AR tools.

2. Create 3D models of your products. High-quality 3D models, images, or videos are the foundation of AR. 

3. Integrate AR into product pages. Add AR buttons or QR codes that let shoppers interact with 3D models directly from their devices. Many platforms make this as easy as uploading a 3D file.

4. Test across different devices. Ensure your AR experience works smoothly on smartphones, tablets, and desktop browsers. A glitchy experience can hurt engagement, so test before launching.

AR and the future of product visualization

Augmented reality is making online experiences more interactive and personalized to transform how people shop. As customer expectations evolve, AR is becoming an essential tool for brands looking to stand out and drive engagement.

While AR redefines how shoppers interact with products, 3D product visualization is another powerful way to enhance online shopping experiences. Using 3D product visualization, you’re able to create photorealistic images at scale for all your channels and display 360° packshots on your eCommerce site.

The 3D Viewer (an eCommerce favorite) isn’t quite AR — but it evokes a similar experience due to its interactive nature. That makes it a good alternative for those looking to improve their eCommerce performance.

Omi’s 3D visualization capabilities help you bring your products to life. With features like our interactive 3D viewer, customers can explore your products in detail, rotate them from every angle, and get a true sense of size and texture — without the need for AR integration.