Can AR Bring Trust to Digital Commerce?

Humans’ strongest innovation is our ability to collaborate towards common goals. For us to be able to collaborate, we have to be able to trust. Since the first inception of the value exchange to modern business, trust has been at the center of every transaction. Whether we look back to barter economies, or today’s limitless options at our fingertips, buyers must develop trust in the seller when making purchases. What is different today versus the last few decades, is that more of our daily transactions are happening digitally. This removes the physical interaction with the product being purchased… and the humans selling the product.

Physical retail inherently lends itself to building trust, as shoppers can see, touch, and engage with a product that is in front of them. Human interaction during the shopping experience further drives the instinct to trust. A combination of factors engenders trust between buyer and seller: the ability to experience products in person, the recognition of accountability if things go poorly, and humans’ general tendency to trust their own judgement. Research has shown that, for better or worse, humans are biologically inclined to trust, and simple cues drive them to proceed with whatever action requires that trust, such as making a purchase.

So what happens when you remove those physical cues for accessibility and…