Published Paper Details:

Augmented Reality (AR) and Virtual Reality (VR) technologies have emerged as transformative tools in the e- commerce domain, reshaping customer interactions and redefin- ing the online shopping experience. This comprehensive literature review investigates the multifaceted impact of AR and VR on e-commerce, examining their theoretical foundations, practical implications, and potential for industry-wide transformation. Through an exploration of diverse case studies and academic research, this review elucidates the profound implications of these technologies on various stakeholders within the e-commerce ecosystem. It delves into the evolution of AR/VR technologies, their influence on consumer behavior, competitive dynamics, and the challenges and opportunities they present. This paper serves as a valuable resource for researchers, e-commerce practitioners, and industry stakeholders, providing insights into harnessing the trans-formative potential of AR and VR while addressing associated concerns