Innovative Approaches to Augmented Reality Use in E-commerce

Abstract

The relevance of the study is due to the rapid development of augmented reality technology and its integration into the sphere of e-commerce, which has significant potential for improving interaction between enterprises and consumers. It has been established that in the conditions of digital transformation, augmented reality technology is an innovative tool for improving user experience, increasing the efficiency of business processes and strengthening the competitiveness of companies. This allows enterprises to offer consumers new opportunities for interaction with products and services, which is relevant for maintaining a high level of loyalty and customer satisfaction.

The purpose of the study is to analyze innovative approaches to the use of augmented reality technology in e-commerce, assess its impact on business processes and the competitiveness of enterprises, as well as identify opportunities for integrating this technology in order to increase sales efficiency, attract customers and optimize interaction with them.

The article uses methods of theoretical analysis of modern scientific sources, as well as a comparative analysis of practices of using augmented reality technology at the international and local levels, which allowed to identify the main trends and prospects for the development of this technology in business.

The results of the study revealed that the introduction of augmented reality in the field of e-commerce has significant potential for improving the user experience and increasing the efficiency of business processes. This allows enterprises not only to optimize internal processes, but also to increase the level of consumer involvement through interactive elements and personalized services. Augmented reality technology has a significant impact on increasing the competitiveness of enterprises, allowing them to use the latest tools for interacting with customers and offer innovative solutions.

The conclusions summarize that augmented reality technology changes interaction with consumers, allowing them to evaluate the product before purchasing it, which contributes to making informed decisions, reduces the number of product returns and makes the shopping process more convenient.