Opinion / Jamie Waters
Copy and paste
Last week I went shopping on my laptop. But I wasn’t presented with the usual neat rows of clothes against a white backdrop. Instead I toured a yoga studio – scrolling about a room filled with women stretching and dressed in new-season workout gear – before heading to a Manhattan apartment where my cursor hovered over round velvet cushions and bronze floor lamps. Feeling claustrophobic I headed for the mountains: models stood by a dirt track in the latest hiking apparel.
So what was I doing? Browsing the new e-commerce website by Obsess, a startup specialising in virtual-reality e-commerce. It was founded in 2017 but has mostly focused on B2B services, setting up websites for brands including Tommy Hilfiger and Levi’s. Now it’s doing its own thing. The company is backed by investors including Jeff Bezos and Bill Gates and its founder, Neha Singh, wants to propel e-retail forwards. She’s been quoted as saying, “Nobody has tackled changes to the e-commerce experience in 25 years.” She wants to make it “fun”.
The use of virtual-reality technology in e-commerce is an interesting proposition. But I tend to think that e-commerce and physical retail work best when each one emphasises its unique attributes: for e-commerce, convenience and speed; for physical retail, engaging experiences. Obsess is striving to turn online shopping from a quick purchase into an “experience”; it’s stepping into bricks-and-mortar territory. Do I want an “experience” on my laptop though? I’m not convinced.