Neha Singh, founder and CEO of Obsess, has survived the hype cycle of virtual reality and found an intermediate place between Web 2.0 and Web3, helping retailers create virtual stores without having to go completely into the metaverse.

“We enable our brands to create 3D immersive virtual shopping environments on their websites that are integrated with their e-commerce platforms,” Singh explained. Obsess has worked with more than 200 retailers, including Alo and American Girl, transforming basic online stores to make them more like real-life shopping. Instead of square catalog photos on a white background of a website, shoppers can navigate through a virtual store and explore. “You don’t have to download an app, you don’t have to put on a VR headset,” Singh said.

This year, Obsess plans to grow the virtual commerce platform through self-serve tools that enable any retailer, large or small, to launch these shops.

Retailers such as American Girl are seeing success with the immersive stores, Singh said, especially since kids are naturals at navigating online platforms. “Their store is a virtual museum, and every doll has its own room and each accessory that they sell is part of that environment,” she said. Visitors spend 1,000% more time in the virtual American Doll store compared to the traditional e-commerce site, and there is a 25% higher add-to-cart rate. “What’s so cool about the virtual space is that there are no limitations,” Singh added.

How is new technology changing the way you work? 

We are using the new generative AI visual tools to help design our virtual stores faster than ever before.

What piece of technology could you absolutely not live without? 

My wired Apple headphones that never die, even after eight hours of Zoom calls.

What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet?  

“The Indicator,” a great weekly roundup [from NPR] of the most important things happening in the brand, retail and tech worlds.

What is the biggest technical leap you’ve had to adjust to in your career and how did you do it? 

Learning about 3D development when I started Obsess. I just jumped in and started learning Unity and taking classes and developing prototypes.