Can new hand- and eye-tracking technologies boost consumer spending and transform virtual shopping behavior? Dive into our findings to unlock the potential of immersion in virtual retail and discover how to turn casual explorers into enthusiastic buyers.

Immersion—the degree to which a virabsorbing—is considered a key factor in shaping consumer engagement. Highly immersive experiences (for example, using the latest VR headsets with hand and eye tracking) can create a compelling sense of presence that traditional web or mobile channels are unable to offer. These experiences can potentially increase user engagement and foster emotional connections with products and brands. However, how such experiences influence purchase decisions is not yet fully understood. Thus, making informed decisions about the design of POS in metaverse or VR is difficult. From a managerial perspective, this raises an important question: Does enhancing immersion in a virtual store affect what and how consumers buy?

The purpose of the project was to explore how varying levels of immersion in VR environments influence consumer purchase behavior. An experimental setup was implemented to compare two groups of shoppers navigating a virtual supermarket. One group used standard hand-tracking VR controllers, while the other relied on advanced hand- and eye-tracking interactions, allowing intuitive product selection through gaze and gestures.

The experiment involved 54 participants (half female, average age 25) who com- pleted a realistic VR shopping task followed by a survey to assess their experiences. Both behavioral metrics (actual spending, shopping duration) and subjective measures (satisfaction, loyalty intentions) were collected. The sole difference between conditions was the interaction modality, which isolated the immersion effect on consumer decisions.

Overall, VR Shall See demonstrates that immersive technology isn’t just tech for tech’s sake—it has tangible effects on consumer decisions. For companies eyeing the metaverse, the message is clear: If you want to succeed in virtual retail, pay close attention to immersion. By invest- ing in more natural and engaging interaction modalities, you can elevate the shopping experience in ways that boost both immediate sales and longer-term customer affinity. As VR and augmented reality continue to evolve, understanding human behavior dynamics will be key to designing virtual environments that truly deliver value for both consumers and businesses. The virtual storefront of the future won’t just look 3D—it will feel interactive and alive, which makes all the difference in turning explorers into buyers.