A model at the Taobao Maker Festival in Shanghai in July. The event showcased VR devices. PROVIDED TO CHINA DAILY

With urban Chinese shopping online for everything from food to clothes to vehicles, e-commerce giant Alibaba Group Holding Ltd is raising customer experience to the next level by using virtual reality or VR technology.

In late July, Alibaba unveiled the futuristic shopping experience by offering a preview of its "Buy+" virtual store at the Taobao Maker Festival in Shanghai.