hopify, the e-commerce platform has recently acquired Primer, an augmented reality app which allows users to see the results of a home improvement project before getting their hands dirty.
Primer released a post on Friday (June 11) which stated that the Primer app will be shut down on July 10, 2021. However, the terms of the agreement and the cost of the acquisition were not disclosed in the blog post.
Primer wrote in the blog post that the company aims to create commerce that is immersive, a goal that is reflective of larger eCommerce trends. Many forward thinking companies have turned toward a virtual strategy in their path toward economic recovery. Retailers and customers want to recreate in-store experiences, and even more so, they want the flexibility to try products before buying them.
In the blog post Primer’s Co-Founders, Russ Maschmeyer and Adam Debreczeni wrote:
“We’re excited to have the opportunity to realise our founding conviction of building immersive shopping experiences on a massive scale at Shopify,”
The company offered its augmented reality apps to brands, providing sample and showroom integrations that sales teams and clients can use to view product installations at full scale virtually. The technology can showcase textures, sheens and reflections which showcases customers realistic visuals of tiles, colours and patterns, according to its website.
Augmented reality can transform brands, Shopify published data in 2020 which demonstrated that interacting with AR content when shopping led to 94% higher conversion rates than shopping without.
In its first-quarter earnings report, Shopify stated it is building out its suite of services to meet consumers’ changing demands and behaviours.
“2020 catapulted commerce into a period of incredibly rapid change, presenting Shopify with unprecedented opportunities in 2021 to accelerate innovation,”
the company said.
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