Infinite Reality Inks Agreement To Acquire Virtual Shopping Platform Obsess

Infinite Reality (IR), a company powering the next generation of digital media and ecommerce through extended reality (XR), artificial intelligence (AI) and other technologies, has entered into a definitive agreement to acquire Obsess, a virtual platform that has launched over 400 highly visual, discovery-driven 3D digital stores and experiences.

“Obsess’s stellar track record of building successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” said John Acunto, cofounder and CEO of Infinite Reality. “Neha and her brilliant team share our vision to upgrade the ancient 2D web grid to improve ecommerce KPIs for our clients, and delight their customers with more engaging, dynamic, and personalized experiences.”

The acquisition comes on the heels of IR’s $3 billion in fundraising announced earlier this month, and marks the first acquisition since the substantial raise in capital. Through this acquisition, IR will integrate Obsess’s advanced technology and cross-platform distribution capabilities into its product portfolio, expanding IR’s ecommerce solutions. The addition of Obsess’s proprietary technology suite and roster of global brand and retail clients accelerates IR’s aims to uplevel digital experiences, including ecommerce, through XR and AI, further positioning the company to capture a larger share of the rapidly growing global immersive technology market, officials said.

Proprietary Platform

Founded in 2017 by CEO Neha Singh, Obsess’s proprietary platform has transformed digital retail across multiple sectors, including beauty, powering hundreds of sophisticated 3D storefronts for global brands such as Ralph Lauren, L’Oréal, ELF Cosmetics and more. Singh, who brings deep expertise as both a former Google software engineer and the previous head of product for Vogue, has successfully launched and scaled multiple web and mobile products reaching millions of users, driving significant audience and revenue growth. She joins Infinite Reality as chief innovation officer, and will continue to develop new products that reimagine how brands interact with consumers online, officials say.

Infinite Reality says its vision of enabling accessible, device-agnostic experiences aligns with Obsess’s demonstrated ability to deploy brand projects across multiple platforms – from web browsers to games such as Roblox to next-generation devices like the Apple Vision Pro and Meta Quest. Through its proprietary CMS with advanced 3D editing and rendering technology, Obsess brings branded interactive stores to life. Officials say Ttese capabilities – combined with IR Studio, Infinite Reality’s low-code and no-code SaaS solution and IR Enterprise, IR’s end-to-end immersive services agency – lay a foundation to outfit brands and creators with intuitive tools to build, monetize and effectively measure immersive experiences, all while owning all their data.

Obsess marks Infinite Reality’s first acquisition of 2025, building on the company’s momentum following multiple strategic acquisitions in 2024 totaling approximately $800 million. Obsess will maintain operations in New York, further strengthening IR’s presence in a key market while expanding the company’s growing suite of AI and immersive technology solutions for clients worldwide.