The next "big thing" in e-commerce is likely to be the widespread adoption of augmented reality (AR) and virtual reality (VR) technologies. These immersive technologies have the potential to revolutionize the way people shop online by providing a more interactive and engaging experience.

One example of how AR is already being used in e-commerce is through virtual try-on features for fashion and beauty products. Companies like Warby Parker and Sephora allow customers to use their smartphone cameras to virtually try on glasses or test different makeup shades, providing a more realistic representation of how the products would look in real life. This helps customers make more informed purchasing decisions and reduces the likelihood of returns.

In the furniture industry, companies like IKEA have developed AR apps that allow customers to visualize how furniture would look in their own homes before making a purchase. This helps overcome the challenge of visualizing how products will fit in a space, which is a common barrier to online furniture shopping.

VR is also making its way into e-commerce, primarily through virtual shopping experiences. Brands like Alibaba have launched VR shopping platforms, where customers can navigate virtual stores and make purchases using VR headsets. This allows customers to browse products in a more immersive and lifelike environment, mimicking the experience of physically being in a store.

Furthermore, social commerce is another emerging trend in e-commerce. With the rise of social media platforms like Instagram and TikTok, brands are leveraging these platforms to sell products directly to consumers. Social commerce integrates shopping features within social media apps, enabling users to make purchases without leaving the platform. For instance, Instagram's "Checkout" feature allows users to browse and purchase products from within the app itself, streamlining the purchasing process.

References:
1. PwC: The reality of virtual reality in retail: https://www.pwc.com/us/en/industries/retail-consumer/insights/virtual-reality-in-retail.html
2. Forbes: How AR and VR are transforming e-commerce: https://www.forbes.com/sites/bernardmarr/2020/08/10/how-ar-and-vr-are-transforming-e-commerce/?sh=2c5c8b7a5b0f
3. TechCrunch: Instagram launches 'Checkout' for in-app shopping, plans to evolve into a full-fledged commerce platform: https://techcrunch.com/2019/03/19/instagram-checkout/