AR-Powered Storefronts for Global Retailers

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2025, Volume 3, Issue 1 : 1-5

Research Article

AR-Powered Storefronts for Global Retailers

Naomi Whitaker

Haruto Saito

Samuel Idris

School of Immersive Retail Technologies, University of Cambridge, UK

Institute of Human–Digital Interaction, University of Tokyo, Japan

Centre for Retail Innovation & Data Systems, University of Cape Town, South Africa

Abstract

Augmented Reality (AR) is transforming digital commerce by overlaying interactive visual experiences on physical or online shopping environments. AR-powered storefronts enable customers to virtually preview products, receive personalized recommendations, and interact with brand ecosystems across global retail channels. This paper explores how AR enhances engagement, trust, and purchase intent while addressing cross-cultural variations in adoption. Using theories from human–computer interaction, experiential retail, and cross-cultural consumer psychology, we propose the Augmented Retail Experience Framework (AREF) to explain how AR storefronts generate value for global retailers. The study identifies infrastructure, cultural adaptation, content localization, and data ethics as key adoption barriers.

Keywords

Augmented Reality

Online shopping

Brand ecosystems

Augmented Retail Experience Framework

License

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