Augmented Reality in E-Commerce: A Comprehensive Systematic Literature Review and Future Directions

Abstract

Augmented reality is a technology that is now being widely adopted by the e-commerce sector. Research that comprehensively discusses the trends and impact of augmented reality on e-commerce is still not widely available. Therefore, the aim of this research is to overcome these limitations by providing an in-depth understanding of the trends and impact of augmented reality in e-commerce. Another aim is to provide gaps and contribute to opening up future research opportunities, as well as providing recommendations regarding the application and optimization of augmented reality technology in e-commerce business strategies. This research used the Systematic Literature Review method with the selected articles totaling 36 out of 592 articles. Of the 36 selected articles, the author presents findings which show that the current trend of augmented reality used in e-commerce is virtual try-on, preview placement and social media filters, as well as presenting the impact of using augmented reality as seen from user experience, satisfaction and consumer behavior. This research also presents gaps, future research and recommendations that are useful for the e-commerce sector.

Keywords—augmented reality, e-commerce, user experiences, satisfaction, consumer behavior