What is Phygital? The Future of Shopping Is Already Here

Phygital. It might sound like a buzzword coined at a tech conference, but it’s a term every retailer should have on their radar, especially those in furniture, homeware, and bathroom retail. Why? Because phygital isn’t just jargon. It’s a business-critical strategy reshaping how customers shop, browse, and buy.

In this blog, we’ll unpack what phygital really means, explore why it matters more than ever, and show how Augmented Reality (AR) is one of the clearest (and easiest) ways to bring your brand into the phygital era.

What does phygital mean?

As you might have guessed, Phygital is a word mashup of physical and digital. It describes experiences that seamlessly blend real-world interactions with digital technology to enhance the customer journey. Think QR codes in-store that trigger 3D product views, or a website that lets shoppers virtually place a sofa in their living room using Augmented Reality.

This merging of digital and physical touchpoints creates what’s often called a phygital experience - a moment where the boundaries between online and offline disappear, and the customer simply shops.

Phygital retail in action

Retailers have been moving toward phygital retail for years without always labelling it as such. Click-and-collect services? That’s phygital. Smart mirrors in fitting rooms? Also phygital. But the game-changer in this space is 3D product visualization and AR shopping because it doesn’t just blend the channels, it transforms how shoppers make decisions.

At Fixtuur, we help furniture and homeware brands create true phygital shopping journeys by turning physical products into fully explorable 3D and Augmented Reality assets. For example, a shopper might:

• Browse your website on mobile

• Use web-based AR to place a dining table in their kitchen

• Compare finishes, colors, or matching items in real-time

• Save or share their configuration before buying online or in-store

The result? A fully phygital path to purchase.

Why does phygital matter now?

Consumer behaviour is no longer either-or. Today’s shopper might start in-store, research online, then return to buy in-store. Or begin with a TikTok video, head to your website, and complete their journey via mobile AR. Retail is no longer about channels - it’s about consistency, convenience, and confidence.

And that’s where phygital wins.

A successful phygital experience empowers shoppers to explore products their way, whether they’re on the sofa, in-store, or somewhere in between. It shortens the path to purchase, reduces returns, and elevates your brand above competitors still offering flat product photos and uninspiring product pages.

Augmented Reality: A phygital gateway

If you’re wondering where to start with your phygital strategy, Augmented Reality is the lowest-hanging fruit with the highest potential ROI.

• It’s device-agnostic: No need for apps. With Fixtuur’s solution, web-based AR works across iOS and Android in just a few taps.

• It drives real business impact: According to our research with London Research, 59% of retailers using AR say it has improved customer satisfaction and conversion rates.

• It’s scalable: Whether you’re launching a new product line or enhancing a full catalogue, AR fits into your existing digital infrastructure.

It’s not just cool tech, it’s the clearest expression of what phygital retail can deliver: seamless, immersive, and confidence-boosting shopping.

So… is phygital just the future?

No. It’s already here!

Brands like IKEA, Heal's, and Amazon have invested heavily in phygital technology like AR and 3D product visualization. But the advantage for mid-sized and ambitious retailers? You can move faster. You can innovate without the red tape. And with the right partner (like Fixtuur), you can launch a phygital experience that’s simple, scalable, and wildly effective.

Ready to go phygital?

If you’re still showing static product images and hoping for the best, it’s time to rethink your approach. The phygital shift isn’t coming. It’s already happened. And your customers are expecting more.