The role of augmented reality in redefining e-tailing: A review and research agenda

Augmented reality (AR) is gaining acceptance in the electronic retailing (e-tailing) industry as it enhances the online shopping experience by offering immersive product information. Considering the growing interest of practitioners and scholars in this emerging field, this review aims to synthesize the extant literature, review the conceptual foundations and methodologies, and uncover the drivers, barriers, and consequences crucial to AR usage in e-tailing. Additionally, we utilize this review as an opportunity to map the research gaps and pose interesting research questions on theory development, the context of existing studies, characteristics, and methodological approaches.