In recent years, the use of virtual reality (VR) and augmented reality (AR) has become increasingly common. These technologies are no longer limited to video games but have started to integrate into everyday life. According to reports, VR and AR are now being used across various industries such as retail, tourism, education, and even healthcare, offering consumers new and interactive experiences.
Research by Worldpay highlights the growing potential of VR/AR technology. The data shows that 95% of Chinese respondents have used VR or AR in the past three months, indicating a rising demand for these technologies in Asia. In addition, 84% of Chinese consumers believe that VR/AR will shape the future of shopping, while over half of Australian respondents think it could become as popular as smartphones. Meanwhile, 66% of Japanese consumers want to see more physical stores adopt VR/AR technology.
Compared to earlier versions, modern VR technology can now deliver highly realistic 3D visuals, creating a dynamic and immersive user experience. Its applications have also expanded beyond entertainment to areas like retail, where businesses are using VR/AR to enhance customer engagement and improve the shopping experience.
To stay competitive with online shopping, physical retailers are introducing interactive devices like VR and AR. For example, customers can now try on clothes without waiting in line. By standing in front of a smart mirror, store staff can automatically capture body measurements and display the selected clothing virtually, making the process faster and more convenient.
In China, Alibaba showcased its "Buy +" VR shopping platform during Singles’ Day 2016, allowing users to browse products through VR headsets. The company is also developing an AR game similar to Pokémon Go to drive foot traffic to physical stores. In Australia, eBay partnered with Myer to launch the world’s first VR department store, enabling shoppers to explore thousands of products in a virtual environment.
VR is also helping real estate developers and interior designers create virtual models, allowing buyers to visualize properties before purchasing. With VR headsets, buyers can walk through rooms, view furniture placement, and get a clear sense of the space.
China is leading the global adoption of VR and AR. A recent Worldpay study found that nearly all Chinese consumers have tried at least one VR or AR application, with over half using it weekly. However, outside of China, interest in VR has grown more slowly. In Australia, less than a quarter of respondents have used VR, and only 14% consider themselves early adopters. In Japan, just 19% have tried the technology.
Despite this, APAC consumers are gradually following China's lead. 61% of Australians believe VR/AR could change the way we shop, and 70% of Japanese consumers would like to see VR/AR used in retail settings.
As VR and AR reshape shopping, payment systems are also evolving. Google introduced voice-activated payments via its assistant in 2017, allowing hands-free transactions. This opens up new possibilities for fully immersive virtual shopping, where users can make purchases without entering personal information or clicking a “pay†button.
Worldpay researchers are also exploring how consumers use cards in virtual environments. The goal is to provide the same convenience and security for both online and offline shopping. A seamless, secure payment experience will enhance user immersion and help businesses build stronger customer relationships.
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