Homegrown e-commerce marketplace Flipkart on Wednesday introduced an immersive e-commerce experience with Flipkart Camera -- an Augmented Reality (AR) capability on the Flipkart App.

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This new offering will enable shoppers to leap from 'imagining' to 'experiencing' what a product will look like in reality before making a purchase.

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The company said that Flipkart Camera aims to make the online experience more engaging and beneficial for customers and help them make informed decisions.

"With the Flipkart Camera feature, we aim to make this experience a notch higher by offering in-house demonstrations of products from the comfort of a consumer's living room, thereby helping them make an informed decision before purchasing," Jeyandran Venugopal, Chief Product and Technology Officer at Flipkart, said in a statement.

"This technology has far-reaching applications and can improve customer experience manifold while also helping customers find the right product fit," Venugopal added.

In categories such as furniture, luggage and large appliances, where customers need to estimate the size and fit of the product and understand its aesthetics before making a purchase decision, customers can have a visual, 3D experience of products using Flipkart Camera.

Another important category where this capability will build customer confidence and remove guesswork is the Beauty category, with customers getting a chance to try products virtually before making a decision.

The rapid adoption of smartphones has propelled the usage of augmented reality amongst customers.

According to a report by Gartner, Gen Z and millennials are driving the demand for AR and Virtual Reality (VR) features, with 30 per cent of the sample space wanting more AR/VR capabilities incorporated in their shopping experience.