Augmented Reality in Improving User Experience in E-Commerce Platforms: A Systematic Literature

One of the most common problems when purchasing online is not being able to wn space; therefore, an alternative to address this problem is Augmented Reality (AR). This process allows the product to be visualized in the context of the physical space it will occupy, thus generating greater value for the products and a better shopping experience. In this context, the purpose of this study is to conduct research to determine the impact of augmented reality, its benefits, and compare it with the use of traditional technologies. The SLR was proposed to be carried out following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, searching the Scopus database, covering the period from 2020 to 2025. Five inclusion and exclusion criteria were applied. Data were then extracted on applied methodologies, types of AR technologies used, restrictions and policies used, and evaluated metrics such as purchase intention, satisfaction, and decision time. Of the 50 results, more than half indicated an increase in customer satisfaction with online shopping, a reduction in the return rate, and increased purchases. In conclusion, the results demonstrate that AR represents a key tool for transforming the consumer experience.