AR startup Infinite Reality buys virtual shopping platform Obsess after $3 billion fundraising
Infinite Reality, a startup focused on augmented reality, buys the virtual shopping platform Obsess. The companies declined to share financial details of the deal.
The acquisition follows Infinite Reality’s $3 billion funding round, announced Jan. 8, which puts the company’s valuation at approximately $12.25 billion, according to Infinite Reality. The acquisition also signals a bigger push into e-commerce for the AR company, which uses immersive technology to improve digital engagement across all industries.
“Obsess’ excellent track record of creating successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” John Acunto, co-founder and CEO of Infinite Reality, said in a statement. “[The Obsess team shares] our vision is to upgrade the legacy 2D web grid to improve e-commerce KPIs for our clients and delight their customers with more engaging, dynamic and personalized experiences.
Obsess marks Infinite Reality’s first acquisition of 2025, following a wave of purchases in 2024 focused on gaming, spatial web technology, robotics and computer vision companies.
Last year, the company purchased Ethereal Engine, which builds end-to-end frameworks for immersive social experiences, as well as Drone Racing League, metaverse company Landvault, social sports platform Stakes, creative platform Action Face, Inc. AI-powered avatar and extended reality creativity store Zappar.
With Obsess, Infinite Reality continues to grow the e-commerce side of its business. Obsess has created over 400 immersive experiences for brands including Benefit, Disney, J.Crew, L’Oréal, Ralph Lauren, Sam’s Club and Unilever. Its virtual stores can either be hosted on a website or in the metaverse through a gaming platform like Roblox.
“Obsess was founded on the belief that it was time to reinvent the outdated e-commerce experience,” Neha Singh, founder and CEO of Obsess, said in a statement. “We are doubling down on our efforts to strengthen consumer engagement through immersive brand storytelling. »
Infinite Reality investors include Steve Aoki and Imagine Dragons, as well as SE Ventures, Liberty Media, Lux Capital, Lerer Hippeau, MGM, CAA, T-Mobile Ventures, Courtside VC, Exor, Terracap, IAC and Live Nation.
