This research examines the impact of rich media on purchase intentions and willingness to pay in online stores. Via an online experiment, we tested the effects of two rich media presentation formats: product videos and virtual product experience, and compared them with static displays. The results confirm that the rich media displays enhanced the feeling of informedness about the examined products and increased excitement regarding the shopping experience. Virtual product experience had a direct positive effect on consumer purchase intentions, suggesting that virtual product experience-focused tools have the potential to outperform passive videos. Moreover, consumers showed higher willingness to pay values for experience products than for search products when interaction was possible.