Australian virtual reality (VR) company, Fidelity has taken a step in reshaping the future of online shopping, announcing strategic partnerships with Australian retailers, Cotton On Group and Linen House.

Following a successful capital raise, Fidelity has a patent pending for its VR shopping platform, asserting its position as the first Australian company to introduce a virtual shopping experience of this magnitude to the local market.

Fidelity’s platform has been built alongside award-winning software developers, to elevate the user experience into a new realm – enhancing the shopping experience through personal electronic devices in a way that’s never been done before.

Born during the pandemic in response to demand for e-commerce experiences that replicate in-person shopping experiences, Fidelity’s approach offers a lifeline to retailers aiming to adapt to the digital age.

Fidelity’s transition from B2B to B2C signifies a strategic pivot that reflects the company’s ambition to revolutionise the online shopping landscape. Customers can expect an immersive and engaging shopping journey that goes beyond traditional browsing, allowing them to explore virtual stores, interact with products, and make purchases seamlessly.

Fidelity founder, Jackson Meyer said, “We are thrilled to partner with two of Australia’s leading retailers, Cotton On Group and Linen House. This collaboration not only marks a pivotal moment for our company but also signals a seismic shift in the way customers engage with online shopping. By merging technology and retail, we are enabling a new era of customer experience.”

Cotton On Group general manager of Cotton On brands, Rob Hede added, “We initially used the technology for internal team training. It allowed us to share store layouts and customer journeys with our global team, with 10,000+ team members able to virtually walk through a store and hear from visual merchandise and product teams via training videos and execute their own stores.

“We’re keen to expand this trial from internal to customer facing and bring our physical brand experience to new customers across the world. We see this technology as a great value add to existing customers, showing outfitting solutions and accessories to the categories they are shopping.”

Linen House chief operating officer and director, Jonnie McLean commented, “Fidelity is a great technology to introduce for a homewares business such as ours. From a wholesale perspective, it creates the buyer an opportunity to ‘showroom shop’ with clarity, and detail, while doing so from the luxury of their own office, in their own time.

“Alternatively, our retail side of the business is able to showcase our in-store product, providing customers the in-store experience without having to leave their lounge rooms. There’s no doubt this technology enhances consumer experience and will continue to shape the way people shop online.”

Fidelity is exploring features such as virtual trying on clothes through full-body scanners to bridge the gap between digital and physical worlds, offering an unparalleled and interactive shopping experience.