When people think of augmented and virtual reality (also known as AR/VR or, more commonly, XR when referred to together), video games that are futuristic and larger than life usually come to mind. But as a platform, XR actually has the potential to be more profound than just next-level entertainment; in fact, the burgeoning technology is rapidly disrupting many diverse industries. Shrenik Sadalgi, The Khronos Group 3D Commerce Working Group Chair and Head of Next – Far Future R&D, Wayfair, discusses how we can make XR and 3D innovations a ubiquitous feature of the online shopping aisle and how the industry must rally together to take us there.