As mixed reality technologies have continued to gather steam over the past several years, virtual reality companies including Facebook have increasingly dipped their toes into the more challenging and nascent augmented reality market.

Today, NexTech AR announced that it’s going in the opposite direction, bringing some of its AR tools and assets to the VR world in a new virtual shopping platform.

The platform, VRitize, is designed to let companies leverage assets already created for AR to sell products to VR users — a practical move, given that consumer AR hasn’t yet taken off, while VR continues to grow in popularity.

That said, most AR glasses have either been initially targeted or subsequently retargeted at enterprise customers due to high prices and technology limitations, dramatically limiting the number of prospective customers.

The first affordable consumer AR glasses are expected to go on sale later this year. | To read full story, visit https://startuparound.com/read/1579701641.9142451/NexTech-AR-enters-VR-market-with-virtual-shopping-platform-VRitize?ref=audio_experience