![]() |
市場調查報告書
商品編碼
1755928
2032 年零售市場擴增實境(AR) 預測:按零售類型、組件、設備類型、技術、應用和地區進行的全球分析Augmented Reality in Retail Market Forecasts to 2032 - Global Analysis By Retail Type, Component, Device Type, Technology, Application and By Geography |
根據 Stratistics MRC 的數據,零售業擴增實境(AR) 的全球市場規模預計在 2025 年達到 75.5 億美元,到 2032 年將達到 772.5 億美元,預測期內的複合年成長率為 39.4%。
擴增實境(AR) 正在透過連接線上和線下購物體驗,徹底改變零售業。透過擴增實境(AR),零售商可以為顧客提供身臨其境型互動體驗,讓他們能夠在購買前在真實環境中查看商品。顧客可以使用支援 AR 的鏡子或智慧型手機虛擬試穿衣服,或使用 AR 預覽家具擺放在客廳的效果。這項技術可以降低退貨率、提升購買意願並提升客戶參與。此外,隨著顧客對便利性和個人化的期望日益成長,AR 正成為零售商在數位時代保持競爭力的關鍵工具。
Snap Inc. 和 Deloitte Digital 的一項研究發現,AR 可以將家具和化妝品等類別的產品退貨率降低高達 25%。
擴大 AR 和智慧型手機設備的使用
配備深度感測器、高解析度相機和 AR 處理器等 AR 功能的智慧型手機的廣泛普及,讓全球大部分人口都能輕鬆使用 AR 工具。此外,Apple Vision Pro 和 Microsoft HoloLens 等 AR 頭戴式耳機和智慧眼鏡也帶來了解放雙手的 AR 體驗。這種廣泛的普及性使零售商無需專門的設備即可在國際市場上擴展其 AR 解決方案,從而實現 AR主導商業的大眾化。
實施成本高
部署零售擴增實境功能需要高階開發資源和高素質員工,這對中型企業來說成本過高。此外,將 AR 與傳統零售系統整合可能會帶來額外的成本和複雜性。
機器學習與人工智慧(AI)的結合
將 AR 與 AI/ML 結合,可以使購物體驗更加智慧和個人化。 AI 可以評估使用者屬性、偏好和行為,推薦符合消費者需求的產品,而 AR 可以即時顯示這些產品。例如,AI 虛擬造型師可以提案適合個人體型的服裝,而 AR 可以展示這些服裝的實際穿著效果。此外,零售商還可以利用預測分析動態更新 AR 展示和促銷活動,從而最佳化參與度和轉換率。
市場競爭加劇
隨著擴增實境(AR) 在零售業的普及,越來越多的公司(包括零售商和技術提供者)紛紛進入該市場。擁有雄厚預算的知名國際品牌可以透過提供更複雜、更整合的擴增實境體驗,超越規模較小的競爭對手。因此,爭奪客戶注意力和忠誠度的競爭日益激烈。此外,缺乏持續創新和行銷資源的公司將難以在這種環境下保持競爭力,這可能導致市場佔有率流失和盈利下降。
新冠疫情顯著加速了擴增實境 (AR) 在零售領域的應用,零售商在停業和保持社交距離的措施下重新思考與客戶參與的方式。當實體店關閉或營運受限時,擴增實境( AR) 成為促進非接觸式購物體驗的關鍵工具,例如互動式線上目錄、居家產品視覺化和虛擬試穿。此外,零售商已將 AR 整合到其網站和行動應用程式中,以模擬店內互動,幫助顧客在家中舒適地做出更明智的購買決策。
珠寶飾品首飾預計將成為預測期內最大的細分市場
預計珠寶飾品業將在預測期內佔據最大的市場佔有率。擴增實境(AR) 技術正廣泛應用於珠寶飾品業,透過虛擬試戴戒指、項鍊、手鐲、耳環等商品,無需實際佩戴即可提升客戶體驗。透過提供逼真的互動式預覽,該技術克服了消費者對商品缺乏興趣的問題,提升了參與度和銷售轉換率。此外,珠寶飾品零售中的 AR 技術無需大量實體庫存,即可提供個人化訂製選項。
資訊系統部門預計在預測期內實現最高複合年成長率
預計資訊系統領域將在預測期內實現最高成長率。 AR 技術在店內導航、倉庫管理、企業培訓等領域的日益普及,推動了這一成長。 AR主導的資訊系統提供了創造性的解決方案,將即時數據與實體環境相結合,幫助零售商提高業務效率並簡化流程。此外,該產業的爆炸性成長凸顯了透過沉浸式、數據豐富的體驗來轉型零售業務的重要性。
預計北美地區將在預測期內佔據最大的市場佔有率。北美約佔全球零售業 AR 市場收益的 42.5%,預計將在預測期內保持主導地位。蘋果、谷歌和微軟等大型科技公司的參與,對 AR 技術的大量投資,以及希望透過身臨其境型技術提升客戶體驗的零售商的高採用率,是其保持領先地位的關鍵促進因素。此外,美國也對這一成長做出了重大貢獻,因為舊金山、紐約和洛杉磯等城市是 AR 創新和零售應用的中心。
預計亞太地區將在預測期內實現最高的複合年成長率。智慧型手機普及率的提高、電子商務產業的蓬勃發展以及對數位基礎設施的大量投資是推動這一快速成長的部分因素。中國、日本和韓國等國家正引領領先,主要零售商紛紛採用擴增實境(AR) 技術來提升顧客體驗。此外,淘寶和京東等平台也採用了擴增實境(AR) 技術,實現了虛擬試穿和產品視覺化,這也影響了該地區充滿活力的零售格局。
According to Stratistics MRC, the Global Augmented Reality in Retail Market is accounted for $7.55 billion in 2025 and is expected to reach $77.25 billion by 2032 growing at a CAGR of 39.4% during the forecast period. Augmented reality (AR) is transforming the retail industry by connecting online and in-store shopping experiences. Retailers can provide customers with immersive, interactive experiences through augmented reality (AR) that let them see products in real-world environments before making a purchase. Customers can virtually try on clothing using AR-enabled mirrors or smart phones, or they can use AR to see how furniture would look in their living room. This technology lowers return rates, boosts buyer confidence, and improves customer engagement. Moreover, AR is turning into a crucial tool for retailers looking to maintain their competitiveness in the digital era as customer expectations for convenience and personalization rise.
According to a study by Snap Inc. and Deloitte Digital, AR reduces return rates by up to 25% in categories like furniture and cosmetics.
Growing use of AR and smart phone devices
A large percentage of the world's population can now access AR tools owing to the growing number of smart phones with AR features like depth sensors, high-resolution cameras, and AR processors. Additionally, hands-free AR experiences are becoming possible owing to AR headsets and smart glasses like Apple Vision Pro and Microsoft HoloLens. This broad accessibility democratizes AR-driven commerce by enabling retailers to scale AR solutions across international markets without the need for specialized devices.
High costs of implementation
Retail AR deployment requires a large initial investment in hardware, software, 3D content production, and continuing upkeep. Budgeting for these technologies can be difficult for smaller retailers, particularly in the beginning when ROI is unclear. High-end development resources and qualified staff are needed for advanced augmented reality features, such as virtual changing rooms or real-time product configuration, which can be prohibitively expensive for mid-sized enterprises. Furthermore, there may be extra costs and complexity involved in integrating AR with legacy retail systems.
Combining machine learning and artificial intelligence (AI)
Shopping experiences can be made more intelligent and personalized by combining AR with AI/ML. AI can evaluate user demographics, preferences, and behavior to recommend products that meet consumer needs, which AR can then display in real time. AI-powered virtual stylists, for instance, can suggest outfits according to body types, and augmented reality displays how those outfits fit. Additionally, retailers can optimize engagement and conversion rates by using predictive analytics to dynamically update AR displays or promotions.
Increasing competition in the market
As augmented reality (AR) gains traction in the retail industry, more and more businesses-both retailers and technology providers-are joining the market. Large-budget, well-known international brands can outperform smaller competitors by providing more complex, integrated augmented reality experiences. As a result, there is more competition for the attention and loyalty of customers. Moreover, companies without the resources to continuously innovate or market may find it difficult to stay relevant in this environment, which could lead to a loss of market share and a decline in profitability.
The COVID-19 pandemic prompted retailers to reconsider their approaches to customer engagement through lockdowns and social distancing measures, which greatly accelerated the retail industry's adoption of augmented reality (AR). When physical stores were shut down or had their operations restricted, augmented reality (AR) became a crucial tool for facilitating contactless shopping experiences like interactive online catalogs, in-home product visualization, and virtual try-ons. Furthermore, AR was incorporated by retailers into websites and mobile apps to mimic in-store interactions and assist customers in making secure decisions about what to buy from the comfort of their own homes.
The jewelry segment is expected to be the largest during the forecast period
The jewelry segment is expected to account for the largest market share during the forecast period. The jewelry industry makes extensive use of augmented reality (AR) technology to improve the customer experience by enabling virtual try-ons, which let customers see rings, necklaces, bracelets, and earrings on themselves without having to make physical contact. By offering realistic, interactive previews, this technology helps consumers overcome their reluctance to buy, which boosts engagement and sales conversion rates. Additionally, AR in jewelry retail eliminates the need for substantial physical inventories and provides individualized customization options.
The information systems segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the information systems segment is predicted to witness the highest growth rate. The growing use of AR technologies for in-store navigation, warehouse management, and enterprise training is responsible for this expansion. AR-driven information systems provide creative solutions that combine real-time data with physical environments as retailers look to improve operational efficiency and streamline procedures. Moreover, the industry's explosive growth highlights how crucial it is to revolutionize retail operations with immersive, data-rich experiences.
During the forecast period, the North America region is expected to hold the largest market share. At around 42.5% of the global AR in retail market revenue, North America is expected to continue to dominate for the duration of the forecast period. The presence of big tech companies like Apple, Google, and Microsoft, as well as the large investments made in AR technologies and the high adoption rate among retailers looking to improve customer experiences through immersive technologies, are the main drivers of this leadership. Additionally, cities like San Francisco, New York, and Los Angeles are centers for AR innovation and retail implementation, making the U.S. a major contributor to this growth.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR. Increased smart phone adoption, a growing e-commerce industry, and large investments in digital infrastructure are some of the factors driving this quick growth. With big retailers incorporating augmented reality (AR) technologies to improve customer experiences, nations like China, Japan, and South Korea are leading the way. Furthermore, the dynamic retail landscape in the region is influenced by the adoption of augmented reality (AR) features by platforms such as Taobao and JD.com, which enable virtual try-ons and product visualizations.
Key players in the market
Some of the key players in Augmented Reality in Retail Market include Google, Blippar Group Limited, Lenovo Group Ltd., Marxent Labs Inc, Amazon.com, Inc, Kudan Inc, Microsoft Corporation, Inter IKEA Systems B.V, Holition Ltd., Sony Group Corporation, Apple Inc., Magic Leap Inc., ViewAR GmbH, Qualcomm Inc., Samsung Electronics Co. Ltd., Zugara, Inc and PTC Inc.
In June 2025, Google's parent company Alphabet has agreed to invest $500 million over the next decade to overhaul its global compliance structure, under a proposed settlement in a shareholder lawsuit over antitrust violations. The agreement, filed in a federal court in California, marks a significant concession as Google faces intensifying regulatory scrutiny in the United States.
In May 2025, Amazon.com Inc. has a multiyear agreement with FedEx Corp. to deliver large packages for the online retailer, renewing a relationship between the two companies that ended in 2019. The deal follows plans announced in January by United Parcel Service Inc. to reduce by half the number of packages it delivers for Amazon by the end of 2026.
In January 2025, Lenovo Group Limited and Alat, a PIF company, have announced the completion of the US$2 billion investment alongside reaching the strategic collaboration agreements. The deal has received shareholders' approval and all regulatory approvals required for completion. The strategic collaboration and investment will enable Lenovo to further accelerate its ongoing transformation, enhance its global presence, and increase geographic diversification of its manufacturing footprint.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.