Augmented reality for online shopping in Barcelona’s Boqueria market

This project aims to enrich the online shopping experience using augmented reality for sellers and buyers alike.

This has led to the creation of the figure of Augmented Reality (AR) Personal shopper through which the seller obtains extra information about products and establishments using augmented reality glasses. 

A connection system based on 5G technology sends the same information to the buyer along with the augmented reality interface so that they can view it on their device (smartphone or tablet) and communicate with the seller via videoconference. This communication is made possible by a system created by 5G infrastructures, using the speed of this technology that makes it possible to exchange high-resolution and quality information with minimal latency.


The Catalan operator, together with Cellnex Telecom, Lenovo and, have created a technology solution that will transform e-commerce in local shops by offering the virtual user an immersive shopping experience equivalent to face-to-face shopping in a marketplace.

5G, together with the Internet of Things and edge computing, can create new possibilities for personalised and immersive online sales in traditional markets, which aspire to recreate the same experience in digital environments as customers received in physical locations. This has been demonstrated today at La Boqueria market in Barcelona, where an innovative 5G trial led by Parlem Telecom has been carried out to provide remote users with a virtual shopping experience using augmented reality technology that preserves the distinctive values of traditional shopping.

This technological solution promoted by the Catalan telecommunications operator gives new opportunity for the e-commerce platforms of traditional shops, as it allows customers who cannot shop physically (due to lack of time, remoteness, physical impediments, etc.) to purchase fresh products as if they were in the market itself.