Authors:
N. K. Jijith, Parimala Veluvali, Ramakrishnan Raman

Addresses:
Department of Management, Symbiosis International (Deemed University), Pune, Maharashtra, India.

Abstract:

The direct selling sector has shifted from door-to-door to headset-based engagements due to immersive technologies like VR and AR. This research examines how VR and AR might change consumer engagement in direct selling, product visualisation, and buying decisions. Direct sales approaches have long relied on personal interaction and tangible demonstrations, but internet commerce and changing consumer expectations are threatening them. The proposed research uses an integrated VR/AR framework to enable clients to explore items in a simulated environment, interact with real-time virtual demos, and receive tailored consultant support via virtual sessions. The study uses algorithmic models for session scheduling, engagement assessment, and conversion probability prediction to match consultants and consumers, thereby maximising interaction efficiency. In VR/AR experiences, mathematical representations of user interaction evaluate behavioural intent and emotional immersion. A prototype system was created utilising Unity 3D for AR and Unreal Engine for VR, with a data-driven backend for analytics and conversion tracking. VR/AR-based direct selling outperformed traditional methods in engagement time, product interaction frequency, and conversion rates in a 250-person trial.  Results show that immersive product experiences boost purchasing confidence and average order value. This research indicates that incorporating VR and AR into direct selling is a strategic shift that blends emotional experience with digital convenience. 

Keywords: Virtual Reality (VR); Augmented Reality (AR); Direct Selling; Immersive Commerce; Conventional Methods; AR Visualisation; Consumer Engagement; Virtual Sessions.

Received on: 16/12/2024, Revised on: 15/03/2025, Accepted on: 18/05/2025, Published on: 10/12/2025

DOI: 10.69888/FTSSSL.2025.000520

FMDB Transactions on Sustainable Social Sciences Letters , 2025 Vol. 3 No. 4, Pages: 158-168

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