0000-0002-0987-0980Impacts of Augmented Reality in E-commerce: Advances and Trends in 2024—A Literature Review
This literature review explores recent advancements in the application of augmented reality (AR) within e-commerce, with a specific focus on consumer behavior and technological integration in 2024. AR has emerged as a transformative technology, enabling immersive shopping experiences that allow consumers to virtually interact with products, enhancing their decision-making process. The review analyzed 11 studies published in 2024, highlighting key trends such as the personalization of recommendations through the integration of artificial intelligence (AI), the impact of sensory perceptions on impulsive buying, and the barriers to AR adoption in developing markets. The methodology followed a systematic approach, with articles sourced exclusively from the SCOPUS database and filtered by relevance based on keywords and open-access criteria. The results indicate that AR positively influences purchase intentions boosting consumer confidence through enhanced visual and interactive experiences. However, challenges remain in terms of usability, accessibility, and the need for simplified interfaces to broaden adoption. Furthermore, the studies point to the potential of combining AR with AI to analyze consumer emotions and dynamically tailor experiences based on real-time emotional responses. This review concludes that although AR has the potential to revolutionize e-commerce, further research is needed to address the long-term impact of AR on consumer behavior, explore its adoption in diverse geographical contexts, and develop more intuitive and accessible AR solutions. Investigating the role of AI in emotion analysis and the personalization of AR experiences also presents a promising area for future research.
Keywords
Harnessing Artificial Intelligence for Personalized E-Commerce Strategies in International Business Expansion
Artificial Intelligence is reshaping personalized e-commerce and global growth, blending machine learning, predictive analytics, and newer models like LLMs and LAMs is turning shopping into an experience that feels culturally tuned - opening fresh international paths along the way. Studies show ultra-local personalization can boost engagement by 28–42% and reduce market entry timelines by 40–60%. Yet, this advancement brings ethical and operational challenges that differ by region. Based on extensive literature, this work proposes practical - if sometimes messy - frameworks addressing technical, ethical, economic, and legal aspects. Leading brands report NPS increases of 18–35% and internationalization cost cuts of 22–37%. More than automation, AI emerges as a strategic tool, especially when guided by human insight and cultural awareness. Success hinges on balancing global ambitions with local relevance, where AI acts both as a growth driver and a cultural bridge.
