This project is about understanding role of augmented reality in an online shopping and how it affects customer experience, many people purchase products through online platforms and augmented reality is becoming one of technologies used to make shopping easier and more interactive, the study tries to understand whether this technology is useful for customers and how it influences their purchasing behaviour during an online purchases, information for study was collected from both primary & secondary sources, primary data was collected from 160 respondents in Bengaluru through a questionnaire, different factors like time saving, convenience, purchase decision and customer satisfaction were considered to understand their connection with customer experience, regression analysis is used to examine how factors are related to each other, after analysing the responses it was observed that augmented reality helps in creating an better online shopping experience for customers, convenience and purchase decision had greater influence when compared to other factors, AR helps customers stay more involved in shopping, the study highlights that augmented reality not only improves visualization of products but also reduces uncertainty and perceived risk associated with online purchases. Customers are able to make more informed decisions as AR provides a real-time and interactive experience similar to physical shopping. The findings also suggest that businesses adopting AR technology can gain a competitive advantage by enhancing user engagement and trust. Overall, the integration of augmented reality in e- commerce platforms is expected to grow, contributing significantly to improved customer satisfaction and long-term customer retention.
