Viewing a camera drone from DJI using the Taobao Vision Pro application. Photo credit: Apple
Alibaba Group’s e-commerce marketplace Taobao has released an updated version of its e-commerce application for the Apple Vision Pro, which goes on sale in Mainland China on June 28.
Taobao became the first Chinese online retailer to introduce an application on the virtual reality headset when it launched a beta version of Taobao Vision Pro in April.
Taobao Vision Pro offers users an immersive shopping experience powered by 3D and mixed reality technology, making it possible for consumers to test drive cars from their couches, redecorate rooms at the touch of a finger and more.
“We are excited to launch the first Chinese e-commerce application on Vision Pro which uniquely integrates the best of both worlds: offline immersive shopping experiences and online shopping efficiency,” said Zhao Kun, General Manager of Taobao.com, in a statement.
Taobao is at the vanguard of a global shift towards more immersive retail practices, with millions of products available for shoppers to view in 3D on the platform.
More than half (58%) of consumers expect immersive shopping experiences to play a pivotal role in influencing their buying decisions, according to a recent international survey conducted by consultancy Capgemini.
Taobao and Tmall together constitute the world’s largest digital retail business in terms of GMV for the twelve months ended March 31, 2024, according to Analysys.
A Next-Gen Shopping Experience
Taobao Vision Pro combines spatial computing technologies like virtual reality and augmented reality with Apple’s unique multi-window capabilities to reshape how product information is received.
Users can interact with products in 3D, from placing items in their homes to viewing potential purchases from different angles. The Vision Pro’s multi-window function also means shoppers can view and compare multiple products at the same time.
“[Apple Vision Pro] has given us a new opportunity to co-create a future-forward way of shopping online,” Zhao noted.
For products like DJI’s Mini 4 Pro model, users can take the camera drone for a virtual test flight and experience how the drone takes images and captures video.
Consumers can even be transported into the driver’s seat of Xiaomi’s SU7 electric full-size sedan, which has opened reservations for a “virtual test drive” experience.
In addition to the headset’s unique eye gesture interactions, Taobao Vision Pro has voice, image and keyboard search functions. When consumers see a product they like, they can take a photo and look it up on Taobao using a multi-application drag-and-drop feature.
Consumers also get a clear sense of a product’s material and texture, whether it’s the fabric of a couch, the metallic underside of a washing machine, or the creamy sheen of lipstick.
“Taobao Vision Pro version creates an unprecedented immersive online shopping experience for consumers,” said Ray Guo, e-commerce director of cosmetics brand M.A.C.
