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This research investigates the influence of virtual try-on in Augmented Reality (AR) on perceived decision-making convenience in an omnichannel context. An online experiment was performed using the AR application My Sephora Artist, which enables the customer to virtually try on lipstick. Online, the virtual try-on has a positive influence on decision-making convenience for less frequent online cosmetics buyers. In addition, greater perceived convenience leads to greater online purchase intention for these consumers. Perceived decision-making convenience is also investigated in webrooming and phygital contexts. Finally, managerial implications of these results are discussed.