The topic of this thesis is the Implementation of augmented reality in the electronic retail of furniture. E-commerce is an inevitable way of doing business today that surrounds us in every step of the way, more precisely electronic retailing. Each company has at least one model of electronic retail that it uses as a primary or alternative channel through which it reaches customers, all of which has been enabled by development of the Internet and associated technologies. Augmented reality is a technology through which the real world is expanded with additional real-time information and the most common way to access it is through a smartphone camera. As the technology itself has progressed since its inception, except for entertainment, it has been introduced in commercial purposes and it is increasingly entering in retail where it has a big potential. This paper will address the application of such technology in electronic furniture retail, exploring its potential and recognition from customers. The purpose of the paper is to explore and explain the background of electronic retail and augmented reality technology, through concrete case studies and to analyze consumer attitudes. The research was conducted through a survey questionnaire to determine the respondents' opinions about electronic retail, their familiarity with the augmented reality concept, attitudes towards concrete examples from practice and opinions about the advantages and disadvantages of such technology in retail. Survey results show that most respondents buy online, approximately 40% have never heard of augmented reality, although they use apps that are marketers of the technology, and believe that the greatest benefit of augmented reality in retail is a better online shopping experience while the lack of physical contact with product and concerns about data protection and security are the biggest deficiency of such techology.