Technology has become central to shopping as COVID-19 has led people to seek out touch-free experiences. But how will augmented reality fit into the future retail landscape? How can it bridge the gap between e-commerce and brick-and-mortar to deliver convenience, safety, and a personal touch?

Fears around hygiene and social distancing during the pandemic have prompted people to expect stringent safety measures across their shopping experiences. Whether buying in-store and online, there’s a demand for retailers to deliver innovative solutions that make them feel secure without impeding their usual routines.

Tired of the same old interfaces and online comms, Gen Yers and Zers are switching up the usual click-to-buy shopping method. Keen on blending digital media, they’re swapping out clunky modes of navigation for voice commerce, while ‘retail-tainment’ and live streams offer a sense of novelty and unpredictability.

Global ‘buy now, pay later’ platform Klarna has launched Livestyle, a digital fashion show experience that blends live entertainment and social shopping. As young shoppers seek out new and more sustainable ways to engage with fashion, etailtainment could be the future of e-commerce.