WebAR and interactive 3D product demonstration
- Ilya Samokhvalov
- 1 day ago
- 26 min read
Web-based Augmented Reality (WebAR) is quickly becoming a game-changer in how companies showcase products online. This technology allows consumers to use their smartphone browser (no app download needed) to visualize 3D products in their own space – for example, seeing how a new sofa would look in your living room or how a lipstick shade appears on your face, all through your camera. In this article, we’ll explore the rise of WebAR, how it works for product visualization, real-world examples from retail to industrial uses, and why this trend is attracting innovative brands. The goal is a clear, useful guide to WebAR’s potential (with minimal tech jargon) that anyone can understand.
Table of Contents
At Transparent House, we’ve seen first-hand how interactive 3D content and AR can elevate product marketing. In our work creating photorealistic 3D models and visuals, we often prepare assets for WebAR and VR integrations. This article combines industry insights with our team’s experience to explain WebAR’s value for businesses and consumers alike.
What is WebAR and why It’s trending
WebAR stands for web-based augmented reality. It refers to AR experiences that run directly in a mobile web browser (like Safari or Chrome) rather than in a dedicated app. In practical terms, this means consumers can launch an AR product demo by clicking a link or scanning a QR code and see the augmented content immediately, without installing any new apps or software. This low friction is a huge reason WebAR is taking off.
WebAR has rapidly evolved from a novelty to a mainstream marketing tool. Advancements in smartphone capabilities and web standards (like WebXR) now allow high-quality 3D and AR graphics to be rendered in-browser. By 2025, experts predict 75% of smartphone users will be engaging with AR content via the web. In other words, WebAR is poised to become a standard part of the online shopping and product experience. Major tech reports show consumers are increasingly receptive to AR: more than 90% of Americans have used or would consider using AR for shopping. Especially after 2020, shoppers expect richer online experiences, and WebAR meets that demand.
Another factor driving the trend is that brands see real impact. WebAR isn’t just fun – it delivers business results. For example, a Snap Consumer AR report found that adding WebAR can boost conversion rates by 94% on average Shopify data likewise showed product pages with AR content led to significantly higher purchases than those without. Retailers using WebAR also report customers spend more time on their sites and even up to 200–300% increases in conversion on mobile product pages where AR is enabled. These numbers explain why so many companies are exploring AR.
On top of that, offering AR can enhance brand perception. Shoppers see brands with AR as more innovative and customer-focused. In fact, nearly half of smartphone shoppers say that brands using AR are “more innovative” than those that don’t. As AR becomes commonplace, not having an interactive 3D option could mean falling behind competitors. All these factors – consumer interest, technological readiness, and proven ROI – have converged to make WebAR one of the hottest trends in product marketing today.
How WebAR works for product visualization
The magic of WebAR is how seamlessly it puts interactive 3D models into the user’s real environment through the phone’s camera. But how does it actually work from a user perspective? Here’s a simple rundown:
Accessing the AR experience: The user typically clicks a “View in AR” button on a product page or scans a QR code on packaging/ads. This launches a special web page that activates the device camera and motion sensors (with the user’s permission). There is no app to install – the experience is served through the mobile browser.
Placing the product in your space: Once the camera opens, the website uses WebAR libraries (and the device’s built-in AR support) to detect surfaces in the real world – like floors, tables, or walls. The digital 3D product then appears on the screen anchored to a real surface at true scale. For example, a 3D couch model will render on your living room floor through the phone screen, and as you move the phone, the couch stays in place as if it were really there.
Interacting in 3D: The user can move closer, step back, or walk around the virtual product to see it from every angle in real size. Often, you can tap or pinch to rotate or scale the object, and sometimes switch options (e.g. view the sofa in a different color upholstery). In AR makeup demos, the “product” (like virtual lipstick or eyewear) is tracked onto the user’s face or body instead of the room – allowing a virtual try-on via the selfie camera.
Real-time visualization: Thanks to modern smartphones’ GPUs and technologies like ARKit (for iOS) and ARCore (for Android), the 3D model is rendered with realistic lighting and perspective in real time. It looks photorealistic if done well – textures and shadows make the item appear genuinely part of the scene. This realism is why having high-quality 3D assets is important. (For instance, photorealistic 3D rendering services can create the kind of detailed, AR-ready models needed for convincing WebAR demos.)
No extra hardware needed: WebAR works with just the smartphone camera. Unlike some advanced AR/VR, there’s no requirement for special glasses or headsets. The only requirement is a relatively recent smartphone or tablet that supports web-based AR (most modern iPhones, iPads, and Android devices do). As a result, any customer with a smartphone can use these experiences, making the potential audience huge.
In summary, WebAR product visualization uses your phone’s camera and browser to overlay 3D products onto the real world around you. It’s essentially try-before-you-buy, brought to life digitally. Whether you’re placing a virtual chair in your office or seeing a virtual watch on your wrist, the technology works instantly through the web to merge digital content with your reality. The experience feels almost futuristic, yet it’s available to anyone with a phone and a web link – which is exactly why it’s so powerful for marketing.
Benefits of WebAR for marketing & sales
Why are companies investing in WebAR? Because it’s proving to be extremely effective at engaging customers and driving sales. Here are the key benefits of using WebAR for product demos and marketing:
Interactive engagement: Unlike static images or even videos, AR turns marketing into a two-way interaction. Customers participate in the experience – moving around the product, trying options, etc. This interactivity keeps users on a site longer and increases engagement. It feels like play, not a sales pitch, which creates a positive brand interaction.
“Try before you buy” confidence: WebAR helps overcome one of online shopping’s biggest hurdles – the inability to experience a product’s size, detail, or fit. Seeing a true-to-scale 3D model in your own environment answers questions instantly: Will this couch fit my living room? How does this makeup shade look on me? What will this car look like in my driveway? By bridging that visualization gap, AR makes customers much more confident about their purchase. This leads to higher conversion rates (as noted, potentially 2x or more) and also lower return rates – because customers know what they’re getting. Some retailers have reported significant drops in returns after implementing AR, since buyers are happier with the products they chose.
Novelty and brand differentiation: There is still a “wow” factor to AR that can draw customers in. A cool AR demo can go viral or at least prompt a customer to show a friend. Brands using AR are seen as innovators. For example, after deploying AR try-on features, beauty and fashion companies have not only boosted sales but also brand buzz. Being an early adopter of AR can set a brand apart in a crowded market, showing that you offer a cutting-edge, customer-friendly experience.
Increased online conversion & sales: The ultimate metric – sales – often sees a boost with AR. We mentioned the 94% higher conversion stat earlier. Another report found shoppers were 2.7 times more likely to purchase when AR was available during their decision process. IKEA famously reported that its AR furniture preview app significantly increased buyer confidence and contributed to a fourfold increase in online furniture salesg. When customers can visualize the item and fall in love with it virtually, they’re more likely to hit “Buy Now.” AR can also encourage customers to buy more items (e.g. add additional furniture pieces once they’ve placed one in their room).
Reduced returns and costs: Because AR helps ensure the product meets expectations (size, style, color), customers are less likely to return items. This saves retailers and brands money on reverse logistics and improves customer satisfaction. Additionally, AR demos can sometimes replace physical samples or showrooms – saving costs. For instance, an AR car showroom means fewer vehicles needed on-site for each model. A furniture AR demo means you might not need as many physical display pieces. Over time, AR can complement or even stand in for costly physical demo programs.
Data & customer insights: WebAR experiences can be instrumented to collect user interactions (with respect for privacy). Brands can learn which products are most viewed in AR, how long people engage, and even where (geographically) they are engaging from. These insights can inform everything from inventory choices to marketing strategies. It’s like getting a peek into how customers interact with products in their own homes – something not possible with traditional media.
In short, WebAR provides a richer customer experience that makes online shopping more like a real-life experience. Happier, more confident customers translate into higher sales and fewer returns. And offering AR can draw in tech-savvy shoppers who appreciate innovation. For marketing teams, WebAR opens up creative new ways to tell a product’s story – whether it’s letting users “place” a product in an ad or gamifying the shopping journey. The business case for WebAR is increasingly strong: it drives engagement, conversion, and loyalty in ways flat images simply can’t match.
WebAR in beauty & cosmetics (AR try-On)
One of the earliest and most widespread uses of WebAR has been in the beauty and cosmetics industry. If you’ve ever used a filter to see how a certain shade of lipstick, hair color, or eyeshadow looks on you, you’ve experienced an AR try-on. WebAR takes this a step further by making it available directly on brand or retailer websites without needing a specialized app.
Virtual makeup try-ons: Cosmetics brands have embraced WebAR to help customers visualize products like never before. For example, Maybelline offers a web-based AR try-on for makeup where you can use your phone’s camera to virtually apply different lipstick or eyeliner shades to your own face. The AR uses face-tracking to precisely overlay the cosmetic – blink your eyes or turn your head, and the virtual makeup stays in place as if applied for real. L’Oréal’s Modiface technology (which powers AR for brands like Maybelline, L’Oréal, and even Sephora) has been a driving force behind these experiences. Shoppers can test dozens of shades in minutes, in various lighting conditions, all from home. It’s a fun experience, but importantly it gives customers confidence to buy cosmetic products online (which traditionally could be hard to sell without a physical try-on). It’s no surprise that 43% of smartphone shoppers expect beauty brands to offer AR try-on features nowt – it’s quickly becoming a standard in the beauty shopping journey.
Skincare and accessories: AR isn’t just for makeup colors. Skincare brands use WebAR to show how a product should be applied or to visualize changes (though this borders on gimmicky at times). Eyewear retailers (like Warby Parker, though theirs is app-based AR) have web AR try-ons for glasses and sunglasses, mapping frames to your face shape in real time. Even nail polish brands have done WebAR – for instance, Essie (a nail polish line) launched a WebAR experience to let users virtually “try on” different nail colors via their phone camera. From fake eyelashes to foundation, if it goes on your face or body, chances are there’s an AR try-on for it or will be soon.
In-Store AR mirrors: While app-free AR is the focus, it’s worth noting how WebAR blends with physical retail too. Sephora and MAC Cosmetics installed “magic mirrors” in stores – essentially tablets or screens with AR – so customers can try on products hygienically without physically applying them. Notably, some of these run on web-based AR software (Modiface’s webAR) to power the experience. This shows WebAR’s flexibility: it can enhance brick-and-mortar shopping by adding digital overlays in real time. The result for Sephora was that customers could sample 20+ makeup products virtually in one session, something impossible to do with real samples. This boosted product trial and helped reduce returns, since shoppers left with products that they already saw on themselves.
ROI in cosmetics AR: Beauty brands report very positive results from AR. Increased engagement times (people play with the AR tool for several minutes), higher add-to-cart rates after trying a shade, and fewer people saying “this isn’t the right color for me” post-purchase. AR try-ons also encourage exploration – a customer might try a bold color virtually that they wouldn’t dare try physically in store, and sometimes that leads to an unexpected purchase. Overall, WebAR has proven a natural fit for cosmetics marketing, turning the online shopping experience into a personalized makeover session. As AR becomes more prevalent, consumers might soon expect every makeup or fashion site to have a “try it on me” button. The convenience and personalization are simply too compelling to ignore, for both shoppers and brands.
WebAR for furniture & home products
Buying furniture or home décor is a big commitment – these items are often large, expensive, and meant to match your personal space. Enter WebAR, which has been a game-changer for furniture retailers. With AR, customers can virtually place life-sized furniture pieces in their home before buying, answering questions like “Will this couch fit against that wall?” or “Does this rug pattern clash with my flooring?” Furniture was one of the earliest industries to leverage AR for product visualization, and it continues to lead the way.
Early adoption – IKEA and Jerome’s: IKEA is famously a pioneer in AR – their IKEA Place app (2017) let users drop true-to-scale 3D furniture models into their rooms using a smartphone. Now, IKEA and others are bringing that capability to the web. In fact, Jerome’s Furniture (a U.S. retailer) was one of the first to implement web-based AR for its product catalog back in 2016. Using markerless WebAR, Jerome’s customers could go to the website, select a product, and see it in their room through the phone camera. This early move paid off in improved customer satisfaction and has since been emulated by many others.
Widespread use by retailers: Today, plenty of furniture retailers large and small offer WebAR visualization. Raymour & Flanigan (a major East Coast furniture chain) and DFS (a UK furniture retailer) have rolled out WebAR at scale on their e-commerce sites. Even general retailers like Target and Amazon integrate AR for home products – for example, on the Amazon mobile site/app you might see a “View in your room” option for things like lamps or chairs. Customers have responded enthusiastically: industry data shows furniture retailers using WebAR get tens of thousands of AR interactions per month, and these increase the time users spend on product pages (more engagement) and often lead to higher sales conversion on those products.
Use cases –fitting and styling: The core benefit is allowing customers to check size and fit. Is that bookshelf too tall for the ceiling? Will the sectional sofa overwhelm the space? AR can answer that instantly. It’s also about visualizing style – seeing the actual item in your room’s context helps you decide if the color and design match your décor. Shoppers can avoid the hassle of ordering a large item only to discover it doesn’t look right and then dealing with returns. This is why AR can reduce return rates for furniture purchases. It’s like having a showroom in your home.
Decor and DIY: Beyond big furniture, AR is used for paint and décor as well. Home improvement giants like Home Depot and Lowe’s have AR tools (some web-based) to preview paint colors on your walls via your phone. Likewise, you can place virtual washers, dryers, TVs, or other appliances to see how they fit in. If you’re remodeling, AR can overlay a new countertop or faucet onto your existing kitchen to help you choose. All of this falls under the umbrella of WebAR-driven product visualization, making home design decisions far easier and more fun.
The result of all this is tangible: higher confidence and satisfaction for shoppers. When people see an AR preview of a chair in their living room, they’re much more certain about buying it. IKEA has noted that AR increased customers’ confidence so much that it was credited with quadrupling online furniture sales in certain casesg. That’s an astounding figure, but it underscores the value of “seeing it in your space” for a product category where spatial fit matters.
For furniture brands, offering WebAR is now almost a must. It doesn’t just prevent buyer’s remorse; it also enhances the shopping experience, turning it into a creative process (move the chair here or there, try it in blue vs. gray, etc.). It bridges the tactile gap of online furniture shopping. As AR adoption grows, we can expect nearly every furniture retailer to provide AR viewing, and perhaps even AR room planning, all accessible through a simple web link.
WebAR in automotive shopping
Shopping for a car is another experience being transformed by WebAR. Traditionally, you’d visit a dealership to see a vehicle up close, sit inside, and visualize it in your life. WebAR now offers a digital alternative or supplement to that: you can project a life-size virtual car into your driveway, garage, or even your living room (for fun), and explore it as if it were right there. Auto companies have started using AR both for marketing campaigns and for practical showroom-at-home experiences.
Virtual showroom at home: Several car makers launched WebAR experiences to let customers examine new models remotely. A notable example is Ford’s WebAR campaign for the F-150 Lightning electric pickup in 2023. Through any mobile browser, users could load the AR experience, choose the F-150 Lightning, and then visualize the truck parked in their own street or driveway. You could walk around the truck virtually, look at its exterior from all angles, and even tap on hotspots to see interior features or animations. Ford created this because a huge chunk of their target audience for the new EV truck had never owned an electric vehicle – AR was a way to immerse them in the product and get them excited, without requiring a trip to a dealership. It’s essentially a virtual test-drive (minus the driving).
Launches and campaigns: Sports and luxury car brands have also jumped on AR for splashy launches. When Lamborghini released the Huracán EVO RWD Spyder, they introduced a WebAR experience where iPhone users could scan a QR code and see the new Lambo appear full-size in front of them. You could peer inside the car and admire it from your garage – an awesome marketing hook for a high-end vehicle. Toyota tried a more playful approach: to promote the Rav4, they did a WebAR game where attendees at an event pointed their device at a real Rav4 to trigger an AR basketball game on the screen. As players “shot hoops,” the 3D Rav4 also highlighted features – blending product demo with a mini-game. These creative campaigns generated buzz and engaged people beyond a static brochure or ad.
AR car customization: Another use case in automotive is allowing customers to virtually customize and preview a car. Some manufacturers and third-party sites enable WebAR where you select color options, wheel types, or accessories for a car model, and the AR visualization updates in real time. It’s like building your car on the website, then seeing it in your garage via AR. This can help buyers make decisions on upgrades and feel more attached to the specific car they configured.
In-dealer and print advertising AR: WebAR also extends into dealerships and print. A dealership might have an AR kiosk or simply use QR codes on vehicle placards – scan it, and you might see a particular feature highlighted in AR (imagine pointing your phone at a car on the lot and seeing animated labels or seeing the car in a different color virtually). Car brochures or magazine ads sometimes include WebAR triggers too: e.g., scan the QR code in a print ad and a 3D model of the car pops up on your phone for you to examine at home. This adds an interactive layer to traditional marketing channels.
Like other sectors, the automotive industry sees AR as a way to engage younger, tech-savvy buyers and streamline the sales process. If someone has already “virtually walked around” a car at home and likes it, they’re a much warmer lead when they actually come to a showroom (or they might even buy online if that’s offered). Given that nearly 47% of smartphone users say they expect automotive brands to offer AR in shopping, it’s becoming important for car companies to integrate these digital experiences. We can expect WebAR to become a standard part of car launches and the car-buying journey, especially as more consumers do research online before ever talking to a dealer.
WebAR for industrial & B2B use cases
WebAR isn’t only for consumer retail – it’s also making waves in industrial, B2B, and enterprise marketing and training. Companies that make complex equipment or operate in technical industries are finding that AR can help them demonstrate products and educate clients in a far more engaging way than PDFs and powerpoints.
Heavy machinery & manufacturing: Imagine you manufacture large industrial machines (engines, construction equipment, medical devices, etc.). Traditionally, showcasing these to potential buyers might involve trade shows, shipping demo units, or relying on catalogs. WebAR changes the game by allowing you to present a virtual, true-to-scale machine to a client anywhere in the world. For instance, Volvo Construction Equipment used WebAR at a trade show to let attendees point their phones and see 3D models of their construction machines appear, which they could explore in detail. Companies like JCB, Caterpillar, and Komatsu have done similar AR showcases for new product lines. The benefit is huge – a customer can visualize a giant excavator in their worksite through AR, or zoom in to see a component, without the logistical nightmare of moving the real machine. This not only boosts engagement, it also improves brand recall – potential buyers are more likely to remember an interactive 3D model they played with than a brochure they flipped through.
B2B product demos: In B2B sales, often you’re dealing with busy decision-makers who don’t have time for lengthy demos or to install special software. WebAR provides an instant way to share a product experience. A sales team can email a link or QR code to a prospect, who can then see the product in AR on the spot. For example, if you sell laboratory equipment, your prospect could use WebAR to place a virtual centrifuge on their lab bench to see how it fits. Or a company selling office furniture can let corporate clients layout an AR floorplan with the new desks and chairs. This removes friction from the demo process – no app install, no shipping samples. Especially post-2020, when travel was restricted, these kinds of remote AR demos became incredibly useful for B2B marketing.
Trade shows & events: WebAR is increasingly popular at trade shows. Exhibitors use AR to draw people to booths (e.g., an AR game or a giant virtual product hovering above the booth via AR). It also serves practical purposes: if you can’t bring a certain heavy product to the show, you can bring it virtually. Attendees with a smartphone can walk around a life-size 3D model as if it’s there. This has been used in real estate (AR building models at development expos) and in manufacturing (AR equipment demos at industry fairs). It’s a fresh way to showcase innovation and get people talking about your display.
Training and instructions: Beyond marketing, WebAR can aid in training and support. For instance, a field technician might point a tablet at a machine and the AR could overlay maintenance instructions or highlight parts (this often uses AR apps, but as WebAR tech improves, more of it can shift to browser-based for ease of access). Some companies have started creating WebAR “user manuals” – instead of reading a thick manual, a customer can scan a code on a machine and get an AR overlay showing them how to operate it or fix an issue. In manufacturing, AR work instructions delivered via web can guide workers on assembly tasks step by step with 3D visuals.
B2B buyer engagement: The key theme is making complex information more visual and interactive. A lot of B2B products aren’t as immediately exciting as, say, a new sports car or trendy sneaker. AR can bring them to life. A 3D model can show the inner workings of an engine, or animate a process, making it easier for non-technical stakeholders to grasp value. It’s akin to having a 3D presentation that the viewer controls. Early adopters in B2B WebAR have found it helps shorten sales cycles – questions get answered faster when the client can see the product in their context – and leaves a stronger impression.
To sum up, WebAR is moving into industrial and enterprise realms by simplifying the way businesses demonstrate complex products. Whether it’s at a trade show or in a Zoom sales call, being able to say “here, check this out in AR right now” is a powerful tool. And because it’s web-based, it respects that B2B audiences often don’t want to install apps or deal with tech hassles They can just click a link and instantly engage. For companies selling big-ticket equipment or intricate solutions, WebAR offers a modern, efficient way to tell their story and show value, which ultimately can translate into more informed buyers and more deals won.
Getting started with WebAR for your business
After seeing all these examples, a logical question is: How can my company start using WebAR for our products? Implementing WebAR has become much more accessible recently. You don’t need to be a Silicon Valley giant – even smaller brands can create browser-based AR experiences with the right approach. Here are some practical steps and considerations to get started:
High-quality 3d models: The foundation of any AR product demo is a 3D model of your product. If you already have 3D CAD models or CGI models, those can often be optimized for AR. If not, you may need a 3D artist or studio to create models. They should be photorealistic and properly scaled for best results (this is something our team at Transparent House regularly handles for clients, creating AR-ready product visuals. Common formats for WebAR include USDZ (for iOS) and glTF/GLB (an open 3D format), but many WebAR platforms will handle the conversions for you behind the scenes.
Choose a WebAR platform: You don’t have to build the tech from scratch. There are platforms and tools that provide WebAR capabilities. Some popular ones include 8th Wall, Zappar, and ARKit/ARCore-based web frameworks, as well as custom solutions by agencies. These platforms let you upload your 3D models and create AR experiences with relative ease. For example, some e-commerce platforms have built-in AR viewers: Shopify supports AR content, and platforms like Unity or PlayCanvas can publish WebAR experiences. When choosing, consider cost, ease of integration with your website, and whether you need any custom interactions or just basic viewing.
Web integration and UX: Think about how users will access the AR on your site. The interface should be simple – e.g., a “View in 3D/AR” button on the product page. On mobile, this can directly trigger the AR; on desktop, you might prompt the user to scan a QR code (since a desktop can’t easily do AR). Ensure there are clear instructions like “Tap to place the object” or “Move your phone to scan the area” so that even first-time AR users know what to do. The goal is to make the experience as frictionless as possible (which is the whole point of WebAR).
Testing across devices: Different phones have different capabilities. It’s important to test your WebAR experience on multiple devices (iPhone, Android models, different browsers) to ensure it works broadly. Modern devices handle WebAR well, but older ones might struggle or not support it. Typically, you’d want to provide a fallback (like a 3D model viewer or a video) for users whose devices aren’t AR-capable. That way everyone can still engage with your product content in some form.
Performance optimization: WebAR runs in a browser, which can have performance constraints. Optimize your 3D models by reducing polygon count (without sacrificing visible quality) and compressing textures. Many WebAR experiences aim to keep models under a few megabytes for quick loading. Remember, if a user has to download a huge 50MB model over cell data, they might give up. So lean and efficient is the name of the game.
Consider the use case: Tailor the AR experience to your specific marketing/sales goal. If you’re a cosmetics brand, the AR might be a live selfie view with makeup try-on. If you’re selling furniture, it’s about room placement and maybe swapping colors or models. For an industrial B2B product, maybe include annotations or an exploded view in AR to highlight key features. Always design the experience around answering the customer’s questions or sparking their excitement. Avoid AR for AR’s sake – it should genuinely add value (fortunately, in many cases it does when applied thoughtfully).
Promotion and education: Once you have WebAR enabled, let your audience know! Include prompts in your marketing (“See it in your space with AR – no app needed”). Sometimes customers aren’t aware this tech exists or is so easy to use. Providing a 5-second tutorial on first use (like an overlay saying “Move your phone to scan your room, then tap the object to place it”) can ensure they get it. The easier and more known it is, the more people will use it. And more usage means more benefit to you and the customer.
Learn and iterate: Use analytics (if available) to see how users interact. Do many people drop off before placing the object? Perhaps the instructions need tweaking. Are they spending a long time with the AR model? That’s a great sign of engagement. Collect feedback if possible. Starting with a pilot on a few products can allow you to refine the experience before rolling it out widely.
In summary, getting started with WebAR involves preparing good 3D content, leveraging WebAR platforms or tools to deliver it, and integrating it smoothly into your web user experience. While it does require some investment in 3D and web development, it’s far easier today than it was a few years ago. And you don’t need an entire AR department – many companies partner with AR/3D specialists (like our studio or others) to get it up and running. With a bit of planning, even a mid-sized brand can launch an impressive WebAR product demo that wows customers and provides tangible business value. Given the trends, it’s an investment likely to pay off as AR becomes an expected part of the digital shopping experience.
FAQ
What is the difference between WebAR and traditional app-based AR?
WebAR is augmented reality experienced through the web browser, whereas traditional AR often requires a dedicated mobile app. With WebAR, you typically just click a URL or scan a QR code and the AR content loads in your browser. There’s no need to install anything extra, which drastically lowers the barrier for users. App-based AR can sometimes offer more advanced features or offline use, but it comes with the hurdle of convincing users to download an app first. In many cases, WebAR leverages the same underlying AR capabilities of the device (like ARKit on iOS or ARCore on Android) but simply accesses them via a web page. For businesses, WebAR is often preferable for marketing campaigns or product demos because it can reach anyone instantly – just send a link and you’re done.
Do consumers actually use WebAR? Or is it just a gimmick?
The data shows consumers not only use AR, they want more of it. Over 90% of Americans who’ve tried AR while shopping found it helpful, not just novel. And a large portion of shoppers (especially younger ones) are beginning to expect AR options. For instance, about 43% of online beauty shoppers expect AR try-on from brands, and nearly 47% expect AR from automotive brands when researching cars. These are significant numbers. Far from being a gimmick, AR is becoming a standard part of the purchase journey for many categories. That said, like any technology, it needs to be well-executed.
A poor quality AR model or a confusing interface can turn people off. But when done right, customers find WebAR highly useful for making informed decisions – and fun too. As AR becomes more common, its “wow” novelty might wear off, but its utility will keep people using it. Think of it like how product photos and videos are just expected now; AR is on track to join that toolkit rather than remain a niche trick.
What does a company need to implement WebAR for product demos?
The key ingredients are: 1) 3D models of your products, optimized for web viewing; 2) a WebAR software solution to serve those models in AR through browsers; and 3) integration into your website or marketing channels (like adding a “View in AR” button or QR codes on print media). For 3D models, if you don’t have them, you’d need to create them using 3D modeling or scanning. Many brands work with 3D visualization firms (like Transparent House or others) to produce high-quality models that look realistic in AR.
Next, you’d choose a WebAR platform – there are several third-party services that specialize in hosting AR experiences and providing the browser-based AR viewer (8th Wall, Aryzon, etc., or even built-in features in e-commerce platforms). Some companies opt to develop custom WebAR experiences especially if they want unique interactions. Finally, you integrate it: that could be as simple as embedding a snippet of code on your product page that launches the AR, or generating QR codes that link to the AR content. Don’t forget testing across different devices. In summary, implementing WebAR is a combination of content creation (3D assets) and using the right tech to deploy it, but it’s quite achievable now even for firms without internal AR teams, thanks to various AR solutions available.
Is WebAR supported on all phones and browsers?
WebAR is supported on most modern smartphones and up-to-date browsers, but not on absolutely everything. Generally, iPhones running iOS 13 and above (with Safari or even Chrome) support WebAR via AR Quick Look or WebXR for certain experiences. Android phones that are ARCore-compatible (which is a long list including most popular models from the last few years) support WebAR in Chrome and some other browsers. In practical terms, the vast majority of users with recent smartphones can access WebAR. However, very old phones or those with outdated software might not work. Also, some browsers (especially on older devices) may not handle the AR content well.
If a phone isn’t AR capable, often the experience will either show a 3D model that you can still rotate manually, or the user might get a message that their device is not supported. It’s always good for businesses to provide a fallback in case of non-support. On desktop browsers, full AR is not typically available (since your laptop has no camera/AR sensors in the same way), but some WebAR content will let a desktop load the 3D model so you can scan a QR code to transfer it to your phone for the AR part. The bottom line: most mobile users can enjoy WebAR, but it’s not truly universal yet. We’re headed toward broader compatibility as standards like WebXR mature.
What kind of products work best with WebAR?
Any product where seeing it in 3D or in context adds value is a great candidate for WebAR. Some top examples: Furniture and home decor – to check fit and style in your space; Beauty and fashion items – to try on virtually (makeup, glasses, jewelry, hats, even clothing via AR filters); Electronics and appliances – to see how a TV looks on your wall or a new appliance in your kitchen; Automobiles or vehicles – to let users walk around a car or even sit inside virtually; Toys and games – kids (and adults) can see toys come to life in AR, which is very engaging; Industrial equipment or B2B products – to showcase big machines or complex devices at scale. Even things like packaging can have AR (e.g., scanning a cereal box to see an AR character or info).
On the other hand, very small or generic products (say, a simple book or a basic kitchen utensil) may not benefit as much from AR – a 3D view of a spoon might not be that exciting or necessary. The rule of thumb is: if seeing the product from all angles, at scale, or in a personalized context would help a customer decide or appreciate it, then WebAR is likely to enhance the experience. As AR becomes easier to implement, we’ll probably see it used for almost everything, but it’s wise to prioritize items where the visual/size context matters or the novelty will drive engagement.
How do we measure success or ROI from WebAR?
Measuring the impact of WebAR can involve both quantitative metrics and qualitative feedback. On the quantitative side, you’d look at things like: the increase in conversion rate on product pages with AR versus those without (do AR users buy more often? Many studies say yes, often significantly); time spent on page or with the AR experience (longer engagement can correlate with purchase intent); the number of AR interactions or sessions (are people actually using it? e.g., “10k AR views this month”); and changes in return rates for products sold with AR (some companies track if returns/drop-offs decrease, indicating people were more satisfied with what they bought). You can also track sales of products after AR was introduced to see if they went up. On the qualitative side: listen to customer feedback. Do shoppers mention the AR feature in reviews or surveys as being helpful or cool? Did it generate buzz on social media? Sometimes anecdotal evidence (like a customer saying “AR helped me finally decide on the couch color”) is powerful.
Internally, you can measure cost-benefit too: did offering AR reduce the need for physical samples or showroom space? Did it streamline the sales process? For example, an industrial B2B firm might note that AR demos shortened the sales cycle by X weeks. Lastly, brand impact is hard to measure but important – AR might improve brand perception. If you conduct brand surveys, you could see if the innovation factor scores improved after launching AR. In summary, treat AR like any feature: use web analytics (views, engagement), commerce metrics (conversion, returns), and feedback to piece together the ROI. Many companies have reported very strong uplifts directly tied to AR, which helps build the business case for continuing to invest in it.
Is WebAR just a fad, or is it here to stay?
All signs indicate that WebAR (and AR in general) is here to stay and will only become more prevalent. The novelty hype of AR has leveled out, and now it’s settling into a practical tool phase. As mentioned, a growing percentage of consumers expect AR options when shopping, and that will increase as newer generations who grew up with Snapchat filters and AR games become the core shoppers. Technologically, support for AR is being built deeper into operating systems and browsers (Apple, Google, and others are heavily investing in AR development kits and web standards). This means WebAR will get more robust and easier to use over time. We’re also seeing AR expand beyond shopping – into areas like education, navigation, and everyday utilities (imagine using AR through your glasses or phone to get info about the world around you).
That broad adoption will make AR a normal part of digital life, not a parlor trick. For businesses, once the heavy lifting of creating 3D content is done, they often find many uses for those assets (AR, VR, marketing renders, etc.), so it becomes a staple in the content strategy. In short, AR is following a similar path to things like online video – once upon a time it was new and bandwidth-intensive, but now it’s just a standard part of the web. We anticipate WebAR will become a standard feature of e-commerce and marketing in the coming years. It’s an evolution of how we experience content – more interactive and spatial. Far from being a passing fad, it’s likely to be one of the defining aspects of digital engagement in the future. Brands that get on board now can ride that wave and have a competitive edge, while those who ignore it might play catch-up later.
Finally, the excitement from both businesses and consumers around AR experiences suggests it adds real value – and anything that consistently adds value tends to stick around. The specific platforms or implementations may evolve (web today, maybe AR wearables tomorrow), but the core idea of augmenting reality with useful digital content is a concept that will remain highly relevant.
