5 types of AR to implement in eCommerce + use cases

AR, or augmented reality, is one of the swiftly accepted technologies and is now so widespread in many industries that it is considered a must-have rather than a nice-to-have.

eCommerce is one of those industries. With the rise of online shopping, consumers receive a lot of advantages, but some things remain the same — people like to see or try products before purchasing. AR helps them visualize and even virtually try different products online.

If you also think of enriching your brand's user experiences by adding AR but are unsure where to start, this article is for you.

We'll cover five different types of AR and overview how companies already use them. 

4 ways to use AR in eCommerce

Augmented reality has multiple use cases and is limited only by our imagination. However, several techniques have already proved their benefits:

1. Virtual try-on

One of the disadvantages of online shopping is that you never know how the outfit or a makeup product will fit you. With AR, brands can overcome this problem, allowing consumers to try products online before purchasing. This is especially relevant for fashion and beauty brands, as AR try-ons can significantly reduce returns.

2. Virtual preview

Similarly to products that consumers can try on themselves, people can preview how things look in various environments. Furniture placement, decor, or electronic devices are the best candidates for such previews. Now, shoppers can use their smartphones to see if the couch fits in a living room and ensure the color matches the wallpapers before ordering the delivery and assembling it.

3. Interactive storytelling

This is a less practical use case, but it is used to entertain or amuse users. Brands can "augment" reality with various images and objects to tell stories and go beyond text or sound. Retailers might create such experiences around the product, or in a specific location.

4. Filters and masks

AR can also be used to create entertaining experiences for customers, such as filters and masks that customers can use for social media posts. Companies use them to create buzz around a brand or product and to increase brand loyalty and engagement.

What are the types of AR?

There are two types of augmented reality: marker-based and markerless AR. Meanwhile, markerless AR, is also divided into 4 subtypes.

So, let's dive deeper into each of these 5 types of AR. 

Marker-based AR

Marker-based AR, also known as image recognition AR, relies on visual markers, such as QR codes or specific images, to trigger digital content. These markers act as reference points for AR applications to superimpose virtual elements onto the real world.

Benefits:

• Accurate and reliable marker recognition.
• Precise alignment of virtual elements with physical markers.

Limitations:

• Requires predefined markers, limiting spontaneity.
• Sensitivity to lighting conditions may affect performance.

Example of marker-based AR in eCommerce: Ray-Ban's Virtual Mirror

Ray-Ban, a well-known eyewear brand, uses marker-based augmented reality to provide customers with a virtual mirror experience. Customers can access the Virtual Mirror feature via their online platform or mobile app. Customers activate the AR technology by scanning a marker or QR code on the website or product packaging.

When activated, the Virtual Mirror overlays virtual images of various Ray-Bans on the user's live video feed. Customers can see how different styles look on their faces in real-time, allowing them to make sound choices about which sunglasses are best for them.

Markerless AR

Unlike marker-based AR, markerless AR doesn't require predefined markers. Instead, it uses sensors, GPS, and other technologies to understand and interact with the surrounding environment. Markerless AR is more flexible, allowing digital information to be seamlessly integrated into the user's surroundings.

Benefits:

• No need for predefined markers, allowing for more dynamic experiences.
• Greater adaptability to different environments and situations.

Limitations:

• Can be less accurate than marker-based AR.
• Requires advanced sensor technologies for optimal performance.

Example of markerless AR in eCommerce: Snapchat's try-on lenses

Snapchat's AR lenses, developed in collaboration with different brands, use facial recognition and mapping technology to allow users to try on items such as sunglasses or accessories virtually, creating an interactive and engaging shopping experience.

Projection AR

Projection-based AR involves projecting digital content onto physical surfaces in the real world. This type of AR is often used in interactive displays and exhibitions, creating engaging and interactive user experiences.

Benefits:

• Creates immersive and interactive experiences.
• Suitable for group interactions and presentations.

Limitations:

• Limited to the availability of projection surfaces.
• Environmental conditions, such as lighting, can impact visibility.

Example of Projection-based AR in eCommerce: Saatchi Art AR app

The famous Saatchi Art has released their own AR app, allowing online users to view the artwork available from Saatchi. The exclusive world of art is now more accessible than ever before. Instead of imagining how a piece may look hung above your fireplace, you can now utilize the app to see exactly how it will look.

Overlay AR

Overlay, or how it's also called superimposition-based AR, overlays digital information onto the real-world view through devices like smartphones or AR glasses. This type enhances the user's perception and understanding of their surroundings.

Benefits:

• Real-time integration of digital content into the physical environment.
• Enhances visualization and understanding of products in real-world contexts.

Limitations:

• Relies on the capabilities of the device's camera and sensors.
• May require sufficient processing power for seamless integration.

Example of overlay AR in eCommerce: Amazon's AR View 

Amazon's app employs superimposition-based AR to enable customers to visualize products in their homes before purchasing. Using the smartphone camera, users can place virtual 3D models of products like furniture in their real-world environment. This overlay enhances the user's perception of the products within their personal space.

Location-based AR

Location-based AR integrates digital content with specific geographic locations, providing users with location-specific information and experiences. This type of AR is often used in tourism, navigation, and location-based games.

Benefits:

• Offers personalized and context-aware experiences.
• Enhances engagement by connecting digital content to physical locations.

Limitations:

• Dependence on GPS accuracy for precise location data.
• Limited by the need for a network connection in some cases.

Example of location-based AR in eCommerce: Pokemon GO partnering with retailers

While initially a game, Pokémon GO has also ventured into location-based AR for eCommerce partnerships. Retailers can collaborate with Pokémon GO to create location-specific promotions or events. For example, a store might use location-based AR to attract Pokémon GO players to their location for special discounts or exclusive in-game items, combining the digital and physical retail experiences.

Contour-based AR

Contour-based AR helps to outline objects that might be difficult to see otherwise. Currently, contour-based AR is mostly used in self-driving cars and other navigation-related software. For example, AR can project the route, so the driver feels secure and confident even during poor visibility on the road. It updates what you see in real-time by adding a helpful virtual image. 

Benefits:

• Users get improved visibility in various obstacles.

Limitations:

• Difficult to find the use case for eCommerce.
• The technology still has multiple limitations and security issues.

How to manage AR content with a CMS

AR is undeniably a game-changing technology that has the potential to enhance user experiences and wow consumers significantly. 

At the same time, managing AR content may seem overwhelming and only a "developer thing". But it's wrong. 

Typically, marketers are limited by developer-oriented software or outdated systems that were not designed for scale. 

However, non-technical users can also manage AR content if they have the right tools, for example, a headless content management system like Storyblok.

Due to the API-first approach, you can integrate everything into Storyblok. An example is Bubble.io, a no-code platform for creating digital products. You need absolutely no programming skills to add AR content to Storyblok and publish it in a breeze using Bubble. 

Conclusion

The fact is that integrating augmented reality in eCommerce enhances the shopping experience. From personalized try-ons to context-aware interactions, AR transforms how customers interact with products. 

Managing AR content is made easy with the right CMS, like Storyblok. As eCommerce evolves, embracing AR and robust CMS solutions will keep businesses ahead in digital retail.