Acquisition of the Primer startup will enable augmented reality technologies to improve the e-commerce shopping experience.

Shopify, a Canadian ecommerce solutions company, the most famous of which is an online store building platform, has announced a new acquisition. A deal was made to purchase Primer, a startup known for its developments in the field of augmented reality technologies.

The Primer app enables customers to visualize future purchases. Now users have the opportunity to "see" how the selected paint, wallpaper or tile will look like in their home – this is what Primer app specializes in.

However, it can be expected that the matter will not be limited only with materials for interior decoration. The purchase by Shopify opens up completely new opportunities and in the near future we can expect the active introduction of similar technologies in the e-commerce industry. For online retailers, the use of augmented reality can make a difference in the customer experience. In particular, this will allow offering customers such an option as the ability to visualize a future purchase of any kind in their home.

Financial details of the deal have not been disclosed at the moment. During July, Primer services will stop their activities and the startup team will join the Shopify developers.