Infinite Reality to acquire virtual shopping platform Obsess

Infinite realityan “immersive technology” company that blends digital media and e-commerce through augmented reality — formerly known as the metaverse — has acquired virtual shopping firm Obsess.

Infinite reality announced that it has reached a definitive agreement to acquire Obsess, a premium virtual platform that launches over 400 highly visual, discovery-oriented 3D digital stores and experiences. Terms were not disclosed.

This acquisition comes on the heels of Infinite Reality is $3 billion in the fundraising announced earlier this month and marks the first acquisition since the significant capital increase. This deal has people wondering if the metaverse is dead after all.

Through this acquisition, Infinite Reality will integrate Obsess’ advanced technology and cross-platform distribution capabilities into its product portfolio, expanding iR’s e-commerce solutions. The addition of Obsess’ proprietary technology suite, solid leadership team and impressive list of global brand and retail clients accelerates iR’s goals to elevate digital experiences, including e-commerce, through XR and AI.
further positioning the company to capture a larger share of the fast-growing global immersive technology market.

Founded in 2017 by CEO Neha Singh, Obsess has quickly established itself as the market leader in immersive commerce technology. The company’s proprietary platform is transforming digital retail across multiple sectors, including beauty, fashion, food and beverage, and media and entertainment, powering hundreds of sophisticated 3D storefronts for global brands such as Ralph Lauren, L’Oréal, Crate & Barrel, elf Cosmetics , J.Crew and Disney Music Group.

Singh, who has extensive experience as both a former Google software engineer and former 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 the way brands interact with consumers online.

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

Infinite Reality’s vision of providing accessible, agnostic immersive experiences aligns perfectly with Obsess’ demonstrated ability to deploy brand projects across multiple platforms—from web browsers to games like Roblox to next-generation devices like Apple’s Vision Pro and Meta Quest. And through its own CMS with advanced 3D editing and rendering technology, Obsess brings powerful branded interactive stores to life. These capabilities, combined with iR Studio, Infinite Reality’s low-code and no-code SaaS solution, and Infinite Reality Enterprise, iR’s full-service agency, lay a solid foundation for equipping brands and creators with intuitive tools to build, monetize and effectively measure immersive experiences while owning all their data.

“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’ve built a platform that creates a next-generation user interface with visually dynamic and interactive experiences that are highly engaging and feel alive. As part of Infinite Reality, we are doubling down on our mission to enhance consumer engagement with immersive brand storytelling.”

“Our aggressive growth strategy is laser-focused on leading the future of compelling technology with the most powerful and complete software, content and services platform. Bringing on Obsess and Neha’s amazing team strengthens our trajectory,” Amish Shah, co-founder and COO of Infinite Reality, said in a statement. “With their visionary talent joining the iR family, we’re not just changing the game – we’re creating a whole new playbook for what’s possible in this space.”

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.

Obsess adds about 52 people to Infinite Reality, which now has 319 people. Infinite Reality recently signed a five-year deal with Google Cloud to host immersive digital experiences using AI and spatial computing.

Infinite Reality also paid $450 million for Dubai-based Landvault (now iR Enterprise), which has built over 1.2 million square feet of virtual experiences for countless high-profile brands including Mastercard, Standard Chartered, Hershey, a Heineken campaign that won a Cannes Lion with Dentsu, innovative activations with Hershey at Decentraland and the innovative World of Women experience at The Sandbox.

It also completed multiple acquisitions, including the $250 million acquisition of Drone Racing League, the $75 million purchase of Ethereal Engine, Action Face and Stakes. These deals strengthened iR’s capabilities in computer vision and spatial web technologies, gaming, robotics and more.

And continued his work with Warner Bros. Discovery Sports, including the launch of the FIM SGP-VERSE app, the world’s first socially interactive and fully immersive track experience with features such as personalized camera streams, an exclusive pit reporter feed and video-on-demand content. Infinite Reality continues to work with Pairpoint, a Vodafone and Sumitomo company. Their work was exhibited in full in Dubai at GITEX Global 2024, the world’s largest technology and startup event.