Barriers to the adoption of virtual reality in e-commerce in South Africa

Abstract

The introduction emphasise s the accelerated growth of e-commerce in South Africa due to the COVID-19 pandemic, creating a unique opportunity for the adoption of virtual reality (VR) technology to enhance online shopping experiences. Despite VR’s potential to transform e-commerce, there is a critical need to understand the barriers influencing its adoption among South African e-commerce consumers. This need arises from the limited adoption of VR in South Africa's e-commerce landscape despite its global popularity, primarily due to factors like high device costs, limited access to VR platforms, and low consumer awareness. The study focuses on examining these barriers from the perspective of e-commerce consumers to understand their attitudes and perceptions towards VR, which is essential for guiding e-commerce companies in developing strategies to enhance VR adoption. The study used a qualitative approach, employing a case study design and semi-structured interviews, and focused on individuals aged 18 and above residing in Cape Town, South Africa. The study’s findings suggest that affordability and accessibility of VR headsets are key barriers that need to be addressed, and it recommends exploring partnerships between e-commerce companies and VR manufacturers to introduce cost-effective alternatives and promotional deals that can encourage broader consumer adoption of VR technology. The study utilized thematic analysis as the primary method to analyse the gathered data. The study found out that the participants demonstrated a collective and resolute conviction that virtual reality (VR) will unquestionably influence the future terrain of internet business. Their unwaveringly positive perspective on the revolutionary capacity of VR in the domain of online buying closely aligns with their expectation of a significant and lasting influence on the course of e-commerce. Their observations highlighted the significance of carefully assessing the use of virtual reality (VR) in certain product scenarios to guarantee maximum efficacy in improving the entire online shopping experience. The study recommended that there is need to investigate efforts to enhance the affordability and accessibility of virtual reality headsets for a wider range of consumers. Engage in partnerships with virtual reality manufacturers and technology suppliers to explore the possibility of introducing cost-effective alternatives or promotional deals.