In recent years, the implementation of augmented reality (AR) in the online shopping arena has been attracting much attention as a revolutionary development in e-commerce. This research had focus on the impact of AR on online shopping experience, with particular attention paid to shoppers’ perceptions of perceived usefulness and perceived ease of use and their intention to use the features of AR. It also interrogates the link between users’ intentions and their actual behaviours about the use and development of AR technologies with regard to e-commerce platforms. This study’s target population included of online customers in India with prior experience using AR in their shopping activities. A total of 812 AR users in India were initially randomly approached to participate in the survey. The sample size was deemed valid and sufficient based on Cochran’s formula. Four months, from March to June 2024, were dedicated to the data collection process. The researched had used SEM analysis, Average Variance Extracted, and descriptive statistics for analysing the data. Perceived ease of use proves vital in determining the intention by customers to use Augmented Reality for online shopping while perceived usefulness has no direct role towards this effect above. This finding highlights the importance of designing the AR experiences that are intuitive and user-friendly to foster user adoption within the online shopping domain. Finally, the incorporation of augmented reality into online shopping is likely to change the face of e-commerce, offering new experiences to consumers, increasing conversions, and enhancing customer satisfaction.