Shoppers today expect personal, intimate, and human interactions during online shopping. Studies reveal that without human assistance, customers are more likely to abandon shopping carts and walk away. Further, with lockdowns and social distancing, consumers are looking for new ways to discover products, adding to the pressure on retailers to make online shopping as social and fun as in-store experience. Many retailers are experimenting with ‘live commerce’ to address this challenge. With live commerce likely to be the future of online shopping, retailers are keen on leveraging AR/VR technologies to enhance customer experience.
Given the enormous opportunities and benefits that live video shopping or virtual shopping offers, retailers should ensure technology readiness for delivering superlative customer experience. This paper discusses why retailers can’t ignore live commerce and provides an assessment framework to benchmark technology readiness.
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