Exploring the role of augmented reality in online shopping: A secondary research study on applications, benefits, and challenge

With the changing time, the technological advancement has been the part of each and every industry talking about augmented reality.It has emerged as a transformative technology.The era of online shopping, offers immersive and interactive product experience to the consumers buying online.This study mainly focuses on secondary research.It investigates the impact of augmented reality on consumer behaviour, E-Commerce engagement and purchase decisions.Various PA review articles, K studies and industrial reports were being referred.The findings revealed that augmented reality adds on a valuable customer experience while shopping online, which increases their satisfaction level.It reduces the return rate.It also boosts the sale of the companies.However, there are challenges as well, such as technological barrier data, privacy concerns and implication cost of augmented reality and its technology.This paper majorly highlights the key Insights into the applications benefits and limitations of augmented reality.