AR Revolutionizing E-commerce: Boosting Sales Through Augmented Reality

Abstract

As science and information technology advance, E-Commerce becomes increasingly significant in people\'s lives. However, there is no true feeling of experience and a low perception of the goods when purchasing online; instead, customers merely receive virtual information in the form of words or photos. In recent years, mobile augmented reality technology has gained a lot of interest as a novel form of information technology. One of the key technologies that will alter how people shop in the future is augmented reality. This project will use augmented reality technology in conjunction with e-commerce to improve user perception, increase interest in products, and increase purchase desire. This essay presents the idea and fundamentals of augmented reality technology, examines its viability, and develops its application to mobile e-commerce in India. When technology is used for online shopping, real-time video displays synchronised with computer-generated virtual material can be accessed. Customers are able to create an immersive experience when they shop online using augmented reality in conjunction with the actual environment. The salient features of Augmented Reality reinforce buyers\' intents to buy. For instance, a 360-degree panoramic perspective, the integration of consumer products with the actual environment, the enjoyment of purchasing consumer goods, and a significant improvement in authenticity all stimulate customers\' curiosity and encourage them to engage in the activity.

Introduction

I. INTRODUCTION

Augmented Reality (AR) has transformed how we shop online by improving the traditional e-commerce experience. Applications for augmented reality-based e-commerce make use of this technology to give customers engaging and dynamic purchasing experiences. These apps allow shoppers to see things in their actual settings before making a purchase, bridging the gap between the digital and physical retail worlds. Virtual Reality Augmentation E-commerce is a technology innovation that incorporates augmented reality into the online purchasing experience. It is also sometimes referred to as AR e-commerce or AR shopping.

It helps customers interact more realistically and interactively with things, which helps them make better decisions about what to buy. An augmented reality e-commerce programme lets users virtually try items on before they buy them, which improves the online shopping experience. It superimposes virtual objects or images on the actual world using the camera on the user's device. The growth of AR e-commerce is anticipated to continue as technology becomes more widely available. The AR-enabled gadgets that businesses invest in developing for consumers will lead to a continued evolution of the e-commerce sector, resulting in more immersive and engaging shopping experiences.

In conclusion, AR e-commerce applications are transforming online shopping by providing consumers with interactive and immersive experiences. These applications enhance the decision-making process, reduce returns, and give businesses a competitive edge in the ever-evolving world of online retail. As technology continues to advance, we can expect AR E-commerce to play an even more significant role in the future of retail.

II. AUGMENTED REALITY

Augmented reality (AR) is an interactive media format that combines computer-generated content and the real environment. The material may encompass many modalities of perception, including visual, auditory, haptic, somatosensory, and olfactory. Augmented reality (AR) systems consist of three basic elements: a combination of the real and virtual worlds, real-time interaction, and accurate three-dimensional registration of virtual and real objects. The integration of virtual features into an individual's perception of the actual world is one of the main benefits of augmented reality. This is achieved by including immersive experiences—rather than merely displaying data—that are perceived as natural components of the environment.

Amidst the explosion of data collection and analysis, one of the key objectives of augmented reality is to highlight specific elements of the physical world, enhance our understanding of those elements, and extract insightful and easily comprehensible knowledge with real-world applications. This "big data" can help organisations make smarter decisions in addition to giving them insight into the buying habits of their customers.

Augmented reality has several applications, from decision support to entertainment. AR is used to visually modify natural environments or to provide users with more information. The capacity of augmented reality (AR) to blend digital and three-dimensional (3D) elements with a person's reality experience is its primary benefit. Through a device like a smartphone, glasses, or headset, augmented reality (AR) provides the user with visual elements, sound, and other sensory information. The device displays this data layered to create a woven, immersive experience that modifies the user's vision of the real world through digital information. Part of the natural world might be hidden or enhanced by the information that is superimposed over it.

A. How does Augmented Reality work?

Augmented reality can be presented in a number of ways, including via headgear, glasses, and smartphones. The development of AR contact lenses is also planned. The technique requires hardware components such a processor, sensors, display, and input devices. With the inclusion of this hardware in smartphones and tablets, augmented reality has been more widely available to the general population. Mobile devices frequently have sensors including solid-state compasses, accelerometers, GPS units, and cameras. For instance, smartphone augmented reality apps employ GPS to pinpoint the user's location, and compass orientation determines the device's orientation. Advanced augmented reality systems, such as those used in military training, may also include machine vision, gesture, and object identification.

Apps for augmented reality operate in two ways: marker-based or markerless. By creating unique 3D programming, developers can link animation or contextual digital data to an augmented reality marker in the real world for marker-based augmented reality apps. When the AR app or browser plugin on a computer device receives digital information from a known marker, it begins to execute the marker's code and layers the relevant image or images.

The markerless AR has a higher level of sophistication. The AR device needs to recognise items as they come into view because it cannot focus on a single area. This type of augmented reality requires an object identification system that is able to recognise and categorise nearby items. Then, by employing its inbuilt sensors, the device may overlay images on top of the user's surroundings.

For instance, users can measure the distance between two or more sites in their surroundings with The Measure app for iOS, just like they could with a tape measure.

In the area of education, augmented reality has shown to be a helpful tool for creating engaging and instructive learning experiences. By interacting with 3D models and simulations of real objects, such the traits of different animals or the human body, students can better understand complex concepts through the use of augmented reality (AR) technology. Furthermore, augmented reality (AR) can provide students with virtual field trips that let them explore and engage with different locations in a realistic and dynamic fashion. This makes learning more interesting and interactive for them, which enhances their educational experience. Taking everything into account, augmented reality has the ability to fundamentally alter the way we interact with the real world. It can be used to make experiences more comprehensive and interesting in a range of fields, such as education and healthcare.

B. AR Core

In order to facilitate the creation of augmented reality experiences, Google unveiled the AR Core platform. Your phone can sense its surroundings, comprehend its surroundings, and interact with data thanks to a range of APIs. Some of these APIs are compatible with both iOS and Android handsets, which opens the door to shared augmented reality experiences. Three main characteristics of AR Core allow you to combine digital elements with the real environment as seen through your phone's camera:  

1. The phone can track and understand its location in the world thanks to motion tracking.
2. The phone's environmental understanding feature enables it to recognise the position and dimensions of various surface types, including angled, vertical, and horizontal surfaces like walls, floors, and coffee tables.
3. Light estimation: This feature helps the phone determine how well-lit the surroundings are right now.

AR Core has two main purposes: it records the movement of the mobile device and enhances its perception of the external environment. Using the phone's camera, AR Core's motion-tracking technology recognises and tracks distinct points—also known as features—over time. AR Core uses data from the device's inertial sensors in conjunction with the motion of these features to calculate the location and orientation of the mobile device as it moves through space. In addition, AR Core recognises significant locations and flat surfaces like floors and tables, and it calculates the average lighting in the area.

You may freely move and view virtual objects from various perspectives with motion tracking. If you exit the room and come back later, the annotation or kitten will remain in the same spot as when you last left it. This feature enhances the entire experience by giving the virtual objects a sense of presence in the real world. AR Core offers SDKs for several well-known development environments in addition to native APIs for all of the fundamental AR functionalities, like motion tracking, environmental awareness, and light estimation. These capabilities can be used to create entirely new augmented reality experiences or to integrate AR features into applications that already exist.

C. AR Core Sceneform

AR Core is not an SDK in and of itself; rather, it is a framework that facilitates object rendering for SDKs. To take use of its capabilities, Google released the Sceneform SDK, which frees developers from the need to grasp OpenGL and lets them create AR apps for Android. Sceneform comes with a lot of useful features, like:

A compatibility check is performed automatically to determine if a phone is enabled for AR Core.

1. Verifying permissions for cameras.
2. An API for scene graphs that hides and simplifies all complexity.
3. A 3D asset manipulation plugin.

III. LITERATURE SURVEY

The automobile industry was the first to utilise the phrase "augmented reality" for commercial purposes. By integrating augmented reality into e-commerce, a significant progression could occur.  In order to find, express, or demonstrate consumer advantages to achieve hierarchical objectives, augmented reality (AR) marketing and advertising is a major concept that integrates computerised (digital) data or things into the subject's perception of the real world, frequently in conjunction with other media. In 2015, the augmented reality market was valued at 640.4 million dollars, and by 2020, it is expected to generate $120 billion in revenue. In that regard, augmented reality is becoming incredibly commonplace among businesses and clients. In the e-commerce sector, augmented reality (AR) is being used more and more to improve the shopping experience by enabling buyers to virtually try things before they buy them. Here are some significant papers on the subject:

Harish Kumar [1] provides a comprehensive review of the existing literature on the use of AR in online retail, including its impact on customer experience, purchase behaviour, and business outcomes. The authors also suggest future research directions in the area.

Prof. Atiya Kazi Et. al. [2] examines the numerous ways that augmented reality might be used to produce an engaging e-commerce experience. They created an app that allowed users to view the 3D model of any item listed on the app.

Ashish Khedekar et. al. [3] makes the use of MediaPipe, a broad framework that includes many specialized models for various human body parts, including the hand, face, and masquerade.

 Navneet Garg et. al. [4] construct a creative marketing attempt to capture the client's attention and impact, attitude, and behaviour. Retailers may overcome physical constraints and provide access to each item included, eventually bringing more customers into the selling funnel for improved conversion. They make use of unity 3D gaming Engine for building 3D models and Vuforia kit for AR core kit and picture targets.

IV. PROPOSED SYSTEM

A. Methodology

Creating an Augmented Reality (AR) E-Commerce application would normally include the following steps in the methodology:

1. Identify the requirements and goals: This stage entails determining the AR E-Commerce application's business objectives and user requirements. This entails specifying the intended customer base, the kinds of goods to be offered, and the particular augmented reality features and functionalities needed to improve the user experience.
2. Perform market research: In order to comprehend the competition, consumer preferences, and trends in augmented reality e-commerce applications, this phase entails conducting market research. This may entail looking at current augmented reality e-commerce apps, polling users, and reading trade publications.
3. Develop the AR experience: This phase entails creating the user interface, AR models, and product display for the AR experience. Working with 3D artists and engineers to produce excellent AR models and incorporate them into the e-commerce platform would be necessary for this.
4. Test and refine: In this stage, the AR e-commerce application is tested to make sure it satisfies user needs and functions as planned. In order to pinpoint areas that need enhancement and refinement, this may entail performing user testing and receiving feedback.
5. Launch and promote: This stage entails making the AR e-commerce application available to the intended audience and promoting it. To do this, you might need to reach potential users using digital advertising, social media, and other marketing techniques.
6. Monitor and optimise: This stage entails keeping an eye on the AR e-commerce application's performance and making necessary adjustments based on analytics and user input. To enhance the user experience and boost sales, this may entail making changes to the product display, augmented reality capabilities, and user interface.

B. Flowchart

The above flowchart depicts the procedure of making purchases with our suggested mobile application. Before using the programme for the first time, first-time users must register an account. After registering, consumers click on each product image to examine details and browse all of the available products. Customers have two options for viewing the product: in 2D or in augmented reality, where they have to allow the app access to their camera in order to see the product's 3D model in their actual surroundings. Consumers can add the item to their Wishlist or shopping cart, and they will be notified if it is currently on sale. Before checking out and making a payment, consumers can change and verify the things in their shopping cart.

If the user has not entered shipment information, the system will verify this and prompt them to do so. Customers can check their order history and confirm the things they received after placing their order and making the payment. Additionally, they can offer their opinions on the product.

Conclusion

As augmented reality (AR) improves the buying experience for consumers, it has the potential to completely transform the e-commerce sector. Customers may see things in a virtual area, get a sense of how they might appear in their own home, and even interact with them before making a purchase with the use of augmented reality (AR). Through raising consumer satisfaction, lowering return rates, and increasing customer engagement, augmented reality e-commerce applications can give firms a competitive edge. Businesses may boost sales and revenue by offering a more engaging and dynamic shopping experience. However, because it necessitates a large investment in both technology and knowledge, integrating AR into e-commerce applications can be difficult. Concerns regarding the usability and uptake of AR technology by customers can also exist.

References

[1] Harsih Kumar, “Augmented reality in online retailing: a systematic review and research agenda”, Management Development Institute, Gurgaon, India, International Journal of Retail & Distribution Management Forthcoming, August 2021. [2] Atiya Kazi, Mr. Rohan Desai, Mr. Manthan Paradhi, Mr. Shashank Khadilkar, “Augmented Reality E-Commerce Application”, Finolex Academy of Management and Technology, Ratnagiri, India, International Journal of Creative Research Thoughts(IJCRT), Volume 10, Issue 4 April 2022. [3] Ashish Khedekar, Mohammed Moheed, Piyush Khandetod, Anuradha Kapoor, “E-Commerce website with AR-based technology”, Atharva College of Engineering, Maharashtra, India, International Research Journal of Engineering and Technology (IRJET), Volume: 09 Issue: 03, Mar 2022 [4] Navneet Garg, Ajinkya Late, Ankita Pareek, “Evolution in E-Commerce with Augmented Reality”,IOP Conference Series Materials Science and Engineering, January 2021

Copyright

Copyright © 2024 Sminil Shirsat, Ankita Jaiswal, Sapna Vishwakarma, Aman Singh, Sheetal Dhamal. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.