How We're Thinking About Commerce and VR With Our First VR App, Thread Studio

Hey everyone! I’m Daniel and I lead our VR efforts at Shopify.

When I talk to people about VR and commerce, the first idea that usually pops into their heads is about all the possibilities of walking around a virtual shopping mall. While that could be an enjoyable experience for some, I find it’s a very limiting view of how virtual reality can actually improve retail.

If VR gave you the superpowers to do anything, create anything, and go anywhere you want, would you really want to go shopping in a regular mall?

More than a virtual mall

It’s easy to take a new medium and try to shoehorn in what already exists and is familiar. What’s hard is figuring out what content makes the medium truly shine and worthwhile to use. VR offers an amazing storytelling platform for brands. For the first time, brands can put people in the stories that their products tell.

If you’re selling scuba gear, why not show what it’d look like underwater with jellyfish passing by? Or a tent on a windy, chilly cliff, reflecting the light of a scrappy fire? It sure would beat being in a fluorescent-lit camping store. In VR, you could explore inside a tent before you buy it, or change the environment around you at a press of a button.

Daniel Beauchamp

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