AR and VR Marketing: Where It Works, How to Start and How to Measure It

AR and VR marketing means using augmented reality, which overlays digital content on the real world through a phone or headset, and virtual reality, which immerses people in a fully digital environment, to help customers see, try or experience something before they buy. For most businesses today, AR on a phone, such as viewing a product in your own room, is the practical option. VR campaigns are costly and reach few people.

Immersive technology gets a lot of excitement and a lot of wasted budget. The honest picture is that a small number of use cases work well, mostly for products that are hard to judge from a flat photo, and many others are expensive demonstrations that few customers see. This guide separates AR from VR, shows where each is genuinely useful, explains the practical routes to start, with 3D product models and the support in Google and Shopify, covers production, costs and measurement, and offers a simple decision framework to avoid spending on a gimmick. We use Google's and Shopify's own documentation for the product details, which change, so check current pages. For related trends, see our guides to the future of digital marketing and voice search.

AR, VR and mixed reality, defined

Technology	What it does	Typical device	Marketing example
Augmented reality (AR)	Places digital objects or information into the real world view	Smartphone or tablet, smart glasses	"View in your room" for a sofa, try-on for glasses or make-up
Virtual reality (VR)	Replaces the real world with a fully digital environment	Headset	A virtual showroom, a property walkthrough, an immersive brand experience
Mixed reality	Blends digital objects with the real world in a way that responds to the environment	Advanced headsets	Collaborative design reviews, interactive product demonstrations
3D product viewers	Let people rotate and zoom a 3D model in a browser, without AR	Any browser	A rotating view of a watch or a shoe

Where AR and VR genuinely help

Immersive formats earn their cost when they reduce uncertainty at the point of decision.

Use case	Why it helps	Technology
Furniture and home goods	People want to see size and style in their own space	Phone AR with 3D models
Eyewear, jewellery, make-up	Fit and appearance are personal	Phone AR try-on
Footwear and fashion accessories	Look and fit from several angles	3D viewers and AR on some products
Automotive and large products	Showing options or scale where a physical visit is hard	3D configurators, sometimes VR showrooms
Property and architecture	Viewing spaces before they exist or from afar	Virtual tours, VR walkthroughs
Training and complex products	Showing how a machine or process works	AR overlays, VR training
Events and experiential campaigns	Memorable, shareable moments	AR filters, VR demos

Where it helps least: low-price, simple products, businesses with small audiences who will not use the experience, and campaigns that exist only for novelty.

What Google offers for 3D and AR in Search

Google's Merchant Center documentation describes a way to display products in 3D and augmented reality on Google. Customers can see products from different angles, and can use AR to view how the product looks in their space. Key points from the documentation:

• The AR "view in your space" experience is available for products that have a 3D badge, on free listings.
• Merchants provide a 3D model through a product feed attribute called the 3D model link, and Google's documentation recommends model files of about 10 MB, not exceeding 15 MB.
• Availability is limited by country and product category. The documentation has described the experience as limited to products sold in a small number of countries and to certain categories such as shoes and home goods. Check the current list, since it can change.
• Merchants can create 3D models themselves or work with specialist partners listed in Google's documentation.

Source: Google Merchant Center Help, Display your products in 3D and augmented reality. Because this changes, confirm eligibility for your products and countries before investing in models.

What Shopify offers

For merchants on Shopify, the Help Center explains that 3D models can be added to product media and viewed from the product page, using the device's camera and screen to show the product in the customer's environment. Shopify's developer documentation describes support for AR Quick Look on iOS Safari and Scene Viewer on Android, via its XR library, and the models need to be in GLB format, with Shopify handling the conversion to the formats devices need. File sizes are expected to be small, so check the current guidance. This lets many online shops add AR without building an app, if they have good 3D models. Check your theme's support, as not all themes display 3D media. If you use another platform, such as WooCommerce, similar viewers and plugins exist. See our e-commerce development service for custom needs.

How to start: a practical route

1. Pick the products. Choose a few items where visualisation reduces doubt and returns, such as bestsellers with high return rates in categories where fit or size is a problem.
2. Get 3D models. Options include commissioning from 3D artists or specialist services, converting from existing CAD files, photogrammetry or scanning, or using platform tools. Models need accurate scale, realistic materials and optimised file sizes.
3. Add them to your product pages. Use your platform's 3D support, with a clear button for AR on mobile and a rotatable viewer on desktop.
4. Add them to feeds where supported. Provide the 3D model link in your Merchant Center feed if eligible.
5. Keep the page fast. 3D files are heavy. Load them on demand so they do not slow the page. See our technical SEO checklist for speed measures.
6. Tell people it exists. A visible label and a short explanation. Many visitors will not notice otherwise.
7. Test on real devices across iOS and Android.
8. Measure before scaling. See below.

Social AR effects and filters

Social platforms have allowed brands to create AR effects, for example filters that let users try a product or enjoy a branded effect. They can drive shares and awareness, particularly for younger audiences and campaigns, but value depends on being genuinely fun or useful. Features and availability differ by platform and change, so check each platform's current tools. If you pay creators to use branded effects, label the content as advertising where required. See our micro-influencer guide.

VR: where it fits and where it does not

VR requires a headset, so reach is limited. It can suit high-value, considered purchases and training, where a small number of engaged people matter more than scale. Examples:

• Property developers showing unbuilt spaces to remote buyers.
• Automotive and luxury brands running showroom or event experiences.
• Industrial firms training staff or demonstrating machines.
• Tourism and venues offering previews of destinations.

Weigh cost and reach carefully. A 360-degree virtual tour viewed in a normal browser reaches far more people than a headset-only experience, at lower cost, and often gives most of the benefit.

Costs and effort

Item	What affects cost
3D models	Number of products, complexity, accuracy needed, whether source CAD files exist. Often the largest cost
Platform integration	Whether your platform and theme support 3D natively or need development
Custom experiences	Design, development, testing and hosting for bespoke AR or VR apps and campaigns
Hardware	Headsets or demo equipment for VR events
Maintenance	Updating models, fixing device compatibility, refreshing campaigns
Promotion	Telling people it exists

We do not quote prices, because they vary enormously with scope and market. Get quotes against a clear brief, and start with a small pilot.

Measuring AR and VR marketing

Question	Measure
Do people use it?	Share of product page visitors who launch AR or the 3D viewer
Does it help conversion?	Conversion rate for visitors who use it versus those who do not, and ideally an A/B test with and without. Be careful: engaged shoppers are more likely to use it anyway
Does it reduce returns?	Return rates for products with AR or 3D versus similar products without
Does it change basket value?	Average order value for users versus non-users
Is it worth the cost?	Incremental profit compared with the cost of models, integration and maintenance
Does it hurt performance?	Page speed and Core Web Vitals on pages with 3D content

Treat early positive results with care because of self-selection. Where you can, test properly.

Privacy, accessibility and safety

• Camera access. AR uses the camera. Explain why and what happens to images. Do not store or share user images without clear consent. UK GDPR and India's DPDP rules apply to personal data, including face data in some try-on tools. Check the vendor's terms.
• Accessibility. Provide alternatives for people who cannot use AR, such as clear photos, measurements and descriptions. Do not hide essential information inside an immersive view.
• Safety. For VR and AR in public places, consider physical safety and comfort. Some people experience motion sickness in headsets.
• Accuracy. Models and colours should match the real product. Misleading visuals can breach advertising rules and increase returns.

A decision framework: is it worth it for you?

Question	If yes	If no
Do customers struggle to judge size, fit or look from photos?	AR or 3D may help	Better photos and video may be enough
Is the product value or return cost high enough to justify the effort?	Worth considering	Probably not
Can you get accurate 3D models at reasonable cost?	Pilot on a few products	Wait, or use photography and video
Do your customers browse on phones that support AR?	Likely compatible	Check device mix first
Can you measure the effect?	Set up tests before you launch	You will not know if it worked
Is this to solve a customer problem, or because it looks innovative?	Proceed	Reconsider

Alternatives that often deliver more

• Better product photography, with scale shots and lifestyle context.
• Short demonstration videos.
• Clear measurements, size guides and comparisons.
• Honest reviews with customer photos. See our UGC guide.
• Easy returns and good customer service.

Fix these first. Immersive features add little if the basics are weak.

Common mistakes

• Building an experience because it is new, not because customers need it.
• Poor-quality or inaccurate 3D models.
• Heavy files that slow the page.
• Hiding the AR button or not telling anyone it exists.
• No measurement, or judging by novelty.
• Going straight to VR before trying simpler tools.
• Ignoring privacy and accessibility.
• Forgetting that experiences need updating and maintenance.

A worked example: a furniture retailer's AR pilot

This is an invented example. A Manchester online furniture retailer sells sofas and armchairs. Returns are high, and customer service often hears "it looked smaller in the photos". The retailer decides to pilot AR on ten bestselling products.

Selection

It chooses ten products with high sales and above-average return rates, where size and colour in a room matter most.

Models

The supplier provides CAD files for six items. A specialist converts them into optimised GLB models, and the retailer commissions models for the other four from photographs and dimensions. It checks each model for accurate size by placing it next to a physical item, and corrects colour and fabric textures against real samples.

Implementation

• The shop platform shows a "View in your room" button on mobile product pages, and a rotatable 3D viewer on desktop.
• Model files are loaded only when the customer taps the button, so product pages stay fast.
• For eligible products and markets, the retailer adds the 3D model link in its Merchant Center feed, after checking Google's eligibility rules.
• A short line explains how it works: "Point your phone at the floor to see this sofa at true size."

Test design

• For six weeks, half of mobile visitors to these ten products see the AR button and half do not, assigned at random.
• The retailer measures AR launches, conversion, average order value and returns, plus customer service contacts about size.

Result and learning

About one in eight eligible visitors launch AR. Those who do convert at a higher rate, but the randomised comparison shows a smaller overall uplift than the raw numbers suggested, because engaged shoppers were more likely to use AR in the first place. Returns for the pilot products fall modestly, and customer service contacts about size drop. Page speed on pilot pages stays acceptable. The retailer decides to extend AR to products where size is the main doubt, to put the dimensions and "view in your room" button higher on the page, and to improve photography for the rest. Its honest summary is that AR helped, but less than the demo suggested, and that cheaper measures, such as clearer dimensions and room photos, delivered part of the benefit.

A 3D model quality checklist

Check	Why it matters
Accurate real-world scale	AR is mainly used to judge size
Realistic materials, colour and finish	Mismatches cause disappointment and returns
Clean geometry and sensible polygon count	Keeps files small and rendering smooth
File size within platform guidance	Google's documentation recommends model files of about 10 MB and no more than 15 MB. Shopify's guidance suggests small files too
Correct orientation and origin	Models should sit on the floor or wall as expected
Tested on iOS and Android	Different viewers behave differently
Variants handled	Colour and size options should each have an accurate model or clear explanation
Fallback content	Good photos and measurements for people who cannot use AR

A launch checklist for product pages

• The AR button is visible without scrolling on mobile and labelled clearly.
• The page loads quickly with 3D content loaded on demand.
• Photos, dimensions and a size guide remain available.
• Analytics events record AR launches, so you can measure use.
• A short privacy note explains camera use, where relevant.
• Customer service staff know how it works and can help.
• You have a plan to review results and decide whether to extend, change or stop.

Immersive marketing in B2B and events

Outside retail, immersive formats can help with products that are large, expensive or still in development.

• Manufacturers and equipment suppliers can let buyers inspect machinery in 3D or in their own space, reducing the need for travel.
• Architects and developers use virtual walkthroughs to help clients and planners visualise projects.
• Training providers use simulations where real practice would be costly or unsafe.
• Exhibitors may use AR or VR demos to draw visitors, but should track whether the experience leads to real conversations and sales.

In each case, ask the same questions: does it reduce a real doubt, can we reach enough people, can we measure it and does it cost less than the alternatives?

Glossary

Term	Meaning
GLB and USDZ	3D model file formats used for web and AR viewing. Shopify's documentation refers to GLB models and to conversion for different devices
AR Quick Look and Scene Viewer	The iOS and Android viewers that place 3D models in a camera view
WebXR	A web standard for immersive experiences in browsers
Photogrammetry	Creating 3D models from many photographs of an object
CAD model	A design file from engineering or product design software that can be converted for display
Texture	The surface image applied to a 3D model, which affects file size and realism
Polygon count	A measure of model complexity that affects file size and performance
Spatial computing	A term for experiences that blend digital content with physical space, often through headsets

Questions to ask an AR or 3D vendor

1. How many products can you model per month, and at what price per model?
2. Do you check scale and colour against physical samples?
3. What file formats and sizes do you deliver, and will they meet Google and Shopify guidance?
4. How is the experience delivered on iOS, Android and desktop?
5. What analytics will we get on AR launches and conversion?
6. Who owns the models, and can we use them elsewhere?
7. What happens to the models and any user data if we stop working together?
8. Can we speak to a client with a similar product range?

Common questions from retailers

Question	Answer
Will customers actually use AR?	Some will, especially for large or personal items. Use rates vary, so measure before scaling
Do I need AR for every product?	No. Start with a few products where size or look causes doubt and returns
Does AR help SEO?	Not directly. It may improve engagement and conversion, and Google supports 3D and AR display for eligible products in some markets
What about accessibility?	Provide alternatives such as clear photos, dimensions and descriptions for people who cannot use AR

A story of saying no to VR and yes to a virtual tour

This is an invented composite. A small hotel in the Lake District received a proposal from a creative agency for a virtual reality experience, to be shown at travel fairs and on headsets in a pop-up space in Manchester. The proposal promised a "cutting-edge immersive journey" and cost a substantial sum. The owner, who admired the technology, asked three questions: Who would use it? How many would that be? And what would they do afterwards?

The agency's answers were honest but sobering. The experience would reach a few hundred visitors at events, at best. Most people would try it out of curiosity. Few would book a stay as a direct result, and measuring the effect would be hard. The owner thought about her guests. Many were couples in their forties to sixties, planning trips months ahead, and they asked practical questions: What does the room look like? Is there a view? How far is the walk to the village? Can I park? Are dogs allowed?

She chose a different route. For a fraction of the cost, she commissioned a photographer to produce a 360-degree virtual tour of each room, the dining room, the garden and the view from the terrace, viewable in any browser on a phone or laptop. She added accurate floor plans, honest photos including the less glamorous ones, such as the shared bathroom of the cheapest room, and short videos showing the walk to the village. She embedded the tour on each room page and added alt text and short descriptions. She also checked that the pages loaded quickly, with the tour loading only when guests chose to open it.

The effect was measurable in simple ways. More visitors reached the booking page after viewing a room page with the tour, although she noted that interested visitors were more likely to open the tour anyway. Guest messages asking basic questions about rooms fell, and reviews started to mention that the rooms matched the photos. Complaints about "not as pictured" nearly disappeared.

She kept the VR proposal on file and told the agency she might revisit it if headsets became common among her guests. Her reasoning, as she explained to a local business forum, was that technology should solve a customer's problem, not demonstrate the business's modernity. For her guests, the problem was uncertainty about what they were booking, and a clear, honest virtual tour was the simplest cure. The story illustrates a principle from this guide: start with the customer's doubt, choose the simplest tool that removes it and measure the result before reaching for something more elaborate.

Where we can help

We are a digital marketing agency in Manchester, UK and Mumbai, India. We help online shops decide whether AR or 3D is worth it, run a small pilot on a few products and measure the effect, alongside our e-commerce development and e-commerce SEO work. Contact us to talk through your products.