By Retail Brew Staff
less than 3 min read
Definition:
Immersive commerce isn’t just another buzzword for your marketing bingo card; it’s the retail equivalent of when brands use augmented reality (AR) and virtual reality (VR) tools to create shopping experiences online. Typically, technology like virtual try-ons and augmented reality apps lets users “try out” everything from shoes, clothes, and makeup to home goods and cars.
Immersive commerce fills the void between that tactile element of buying something in a physical store with the ease of online shopping. In 2023, eMarketed reported that immersive commerce is among retailers’ top investment priorities. More recent investments in this space have been led by companies like Walmart, Ikea, and Skechers. And e-commerce platforms like Roblox and Shopify are now making it possible for users to buy physical products within this virtual playing field.
Origin of immersive commerce
Immersive commerce emerged organically in the mid-2010s as retailers started experimenting with AR, VR, and 3D technologies once the related technology became more accessible and less expensive. Some trace its roots back to around 2017 when Ikea launched its first AR app enabling users to virtually place furniture in their homes. Sneaker brands from Nike to Adidas were among the first to try these tools for shoe shopping around 2020.
Immersive commerce in context
In 2024, Walmart released its first immersive commerce destination Walmart Realm to go after the next generation of shoppers. This year, Google released new AI-powered immersive shopping tools that are meant to match users with fashion and beauty looks straight from their imaginations.
