In the world of e-commerce, the interface is practically identical across brands today, the only major differences being font and color. Immersive commerce gives brands the opportunity to differentiate. The rise of XR technology is enabling brands to create more visually immersive, and compelling experiences. Before, network and hardware limitations were a barrier to creating these kinds of experiences; now, with the 5G ultra wideband network, new possibilities have been unlocked for mobile devices
Immersive commerce is a combination of the physical and the virtual worlds, enabling consumers to browse and interact from a digital surface, with minimal friction. For brands, the key takeaway is that although this technology is impressive, consumer needs should always inform the UX. The technology features shouldn’t overshadow the products they’re meant to display.
From a hardware perspective, retailers have been slow to adopt VR & AR technology; but 5G and edge computing technology are enabling other kinds of immersive experiences. Immersive commerce, regardless of the hardware, breaks down barriers for inclusivity. It creates digitally accessible experiences in lieu of the physical, allowing brands to serve a wider demographic.