Virtual Reality for Ecommerce: Pros and Cons
There is no escaping the buzz surrounding virtual reality. Its uses, successes and future opportunities have all been discussed thoroughly. It clearly has advantages and applications in the ecommerce space, but what safeguards should be put in place to protect the consumer and the business? This blog post is intended to illuminate both pros, which many have discussed in length, and cons, as we charge headfirst into virtual reality.
Pros:
Anyone can try out new products and try on clothing before buying, all from the comfort of home. As far as returns go, this is a huge win. Stores can give virtual tours through their stores and allow customers to check out all the products from multiple angles. The WalkerSands Communications’ Reinventing Retail 2015 report found that “More than a third of consumers (35%) say they would shop more online if they were able to try on a product virtually…and 63% said they expect it to impact their shopping experience in the future.” Consumers clearly want it. Getting ahead of the VR curve is going to be important for retailers in the coming months as consumers start to expect it as an option. This means if you start planning for VR now you stand to make quite a few sales as a result. Indeed, Ezio Magarotto, the Vice President of User Experience Design for Gear Commerce, predicts that “vCommerce will grow to over $425 million in sales in 2016. The marketplace is demanding a way to bring ecommerce into this new virtual world. It is simply the new frontier of shoppers’ engagement with businesses and their products.”
Cons:
VR is quite expensive at the moment, so from an ecommerce perspective it remains difficult to implement on a broad scale. Now, brick and mortar stores might be able to have headsets on hand, but why not go into the fitting room if you are already in the store? Likewise, the technology isn’t quite there yet. That said, more VR headsets will be sold as the technology becomes more accessible, and as Mike O’Brien pointed out, “As VR becomes more common, brands will naturally get more savvy, and it’s likely that they’ll figure out more ways to utilize it.”
A more lasting challenge for VR, however, will be its effects on user’s health. People are already claiming stress and anxiety from excessive screen time. Would adding virtual reality to the mix help or hinder our health? Does it have addictive side effects? Here are a few articles that discuss these very relevant issues:
Depression
Gray Matters: Too Much Screen Time Damages the Brain
Can’t tear yourself away from the computer? Too much time online can lead to stress, sleeping disorders and depression
Virtual reality: Are health risks being ignored?
Addiction
Legal Heroin: Is Virtual Reality Our Next Hard Drug
Virtual Reality: How Addictive is it?
In addition, there are physical dangers with virtual reality that could result in epic lawsuits. From a legal perspective, VR could be a nightmare for retailers.
Conclusion
Regardless, VR is definitely going to be a part of the future landscape of the ecommerce channel. How can we utilize this new technology safely? As leaders in the global marketplace, we must consider what it means to steward this profound tool as we start to broach new territory in technology.
P.S. One thing that doesn’t change with virtual reality is the physical act of shipping a purchased package. This means you might be interested in our forms software (eFORMz) or our hot line of multi-use laser forms, to help you ship smarter and sell more. Thanks for reading!
Further Reading
Is virtual reality the beginning of an experience revolution for e-commerce?
Welcome to the Future: Virtual Reality in eCommerce
Oculus Now: Give Your e-Commerce Customers Virtual Reality
Virtual reality ecommerce stores on the way
What can virtual reality mean for e-commerce? A CES demo gives us a glimpse
How virtual reality will change the face of ecommerce