Augmented Reality (AR) isn’t just the future of ecommerce - it’s already reshaping how we browse, compare, and buy. From cosmetics to furniture, retailers of all sizes are starting to harness AR to improve online experiences, reduce returns, and increase conversion.
In fact, 45% of consumers say AR makes them more confident in their purchase decisions, according to research from London Research. For retailers using AR, the benefits are tangible: higher average order values, increased time on site, and improved retention.
So which retailers are doing AR well? And what can the rest of us learn?
What Is Augmented Reality? (A Simple Explanation)
Augmented Reality (AR) is a way to add digital content o
nto the real world using your phone, tablet, or headset. Imagine pointing your phone at your living room floor and seeing a new coffee table appear there, or trying on a pair of sunglasses without leaving your sofa.
It’s not VR because you’re still in the real world, but with a layer of interactivity added. AR experiences today don’t require special headsets or complicated apps. Most run directly in your mobile browser, making them fast, seamless, and accessible.
AR = Real life + digital layer.
Not a novelty - just a better way to see, try, and buy.
How Big Tech Is Betting on AR
Still wondering if AR is a fad? Let’s look at how the tech giants are approaching it:
🍎 Apple
With ARKit, spatial scanning, and the launch of Vision Pro, Apple is building a future where AR is baked into every iPhone, iPad, and Mac.
Google’s AR in Search, Maps Live View, and Lens are all about utility-driven AR, turning everyday actions into smarter experiences.
👓 Meta
From Instagram filters to the Ray-Ban Meta smart glasses, Meta is investing in AR for both creators and consumers, making immersive content mainstream.
🧠 Microsoft
Microsoft’s HoloLens is already being used in healthcare, manufacturing, and training. Their focus? Practical AR that solves real-world challenges.
Takeaway: AR is becoming more integrated and invisible. The question is no longer if customers will use AR, but when, how, and with whom.
6 Retail Brands Using AR the Smart Way
1. Amazon: Seamless In-Room Shopping
Amazon’s AR View lets shoppers preview furniture, décor, and appliances in their real homes via mobile. It’s frictionless and fast - just point, tap, and place.
Lesson: Keep it simple. No app needed = more engagement.
2. Sephora – Try Before You Buy (Without the Cleanup)
With its Virtual Artist, Sephora lets customers test makeup in real time using their phone camera. The result? More confident buyers and fewer returns.
Lesson: Where confidence matters, AR removes doubt.
3. IKEA – From Product to Spatial Experience
IKEA’s AR tools combine 3D visuals, room scanning, and true-to-scale previews. The result feels more like an interior design tool than a gimmick.
Lesson: Think context, not just product. Especially in categories like furniture and homeware.
4. Victorian Plumbing – Practical AR for the Perfect Fit
Shopping for taps and basins isn’t glamorous - but it is precise. Victorian Plumbing’s AR (powered by Fixtuur) ensures products fit the layout, size, and style of a shopper’s actual bathroom.
Lesson: In high-consideration categories, accuracy drives conversion.
5. Burberry – Fashion-First Immersion
From AR in Google Search to app-based campaigns, Burberry blends product previews with branded experiences, letting shoppers “try on” bags and accessories.
Lesson: AR can drive both conversion and brand equity.
6. Heal’s – Configure modular sofas & place in room
Using Fixtuur’s platform, Heal’s allows shoppers to configure, explore and evaluate modular sofas in 3D, change finishes, and view the result in their space via AR.
Lesson: In categories like furniture, multi-product AR offers deeper value than single-item previews.
Why AR Matters for Mid-Market Retailers and Manufacturers Too
Think AR is just for Amazon-scale companies? Not anymore. Costs have come down, platforms have matured, and customers now expect immersive digital shopping experiences.
Here’s why smaller brands should care:
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3D model creation is more affordable thanks to CGI and scanning workflows.
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WebAR means no apps, just mobile browser integration.
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Consumers are ready - they're already using AR in everyday apps and wearables.
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Results speak for themselves: Higher conversion, fewer returns, more engagement.
Manufacturers: You’re Not Left Out
For brands that sell through retailers, AR and 3D product visualization can:
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Standardize your digital presence.
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Support guided selling tools.
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Improve sell-in with retail partners.
If you’re still relying on PDFs and samples, it’s time to modernize the customer experience.
Beyond Retail: How AR is Changing the World
Need more inspiration? These non-retail uses of AR prove it’s a transformative technology - far beyond ecommerce.
🔍 Google Lens
Live translation by pointing your phone at a foreign-language sign.
Impact: Turns AR into a daily tool for accessibility and convenience.
🧠 Microsoft HoloLens
Used in surgery to overlay scans and anatomical data directly onto patients.
Impact: Enhances real-time decision-making in life-critical scenarios.
🚗 BMW Mixed Reality Driving
Drivers wear a headset and race through a virtual world, while driving a real car on a track.
Impact: Combines real physics with immersive gamification.
🏥 AccuVein
Projects a map of a patient’s veins onto the skin to improve accuracy during blood draws.
Impact: Solves a real healthcare challenge through intuitive AR.
🌍 Snapchat Landmarkers
City-scale AR experiences tied to real landmarks.
Impact: Turns public space into interactive storytelling platforms.
🚀 NASA Mars Explorer
Place a 3D Mars rover in your living room and explore its parts and mission.
Impact: Makes space exploration tangible and educational.
What’s Next? AR Is the New Standard
You don’t need a headset or a six-figure innovation lab to benefit from AR. Whether you’re selling sinks or sofas, your customers are looking for clarity, confidence, and customization - and AR delivers all three.