New e-commerce formats using immersive technologies: Prospects and problems of integration

Abstract

Subject. The article analyzes advantages and problematic aspects of the introduction of immersive technologies in communication between a seller and a potential or real consumer, investigates forms of application of immersive technologies in modern economic conditions in Russia and abroad. Objectives. The purpose is to monitor the current state of the immersive technologies market in Russia and in the world, analyze the main features of virtual, augmented, extended and mixed reality tools, study data on the volume of the domestic and foreign market of products with immersive technologies, real and projected indicators of growth in the number of users, income of the consumer market of innovative technologies. Methods. The study employs methods of statistics, systems analysis, generalization, materials of foreign consulting and analytical agencies Statista, Gartner, International Data Corporation, ARtillery Intelligence, Orbis Research, as well as Russian TMT Consulting, TAdviser, articles by specialists in the field of computer technology, digital economy, gamification, entrepreneurship, management consulting, interactive marketing. Results. I structured tools for implementing augmented reality technology, formulated advantages, disadvantages, and constraints of immersive technologies development in the Russian e-commerce market, defined promising areas for immersive technologies implementation in Russia. Conclusions. State support to the introduction of immersive technologies among domestic products, services and platform solutions is extremely important.