Abstract Digital media technology is becoming an integral part of our daily activities, with widespread penetration in various application domains including arts, medicine, education, and commerce. The purpose of this paper is to discuss the horizon of emerging digital media technologies in electronic financial trading with reference to a novel application drawing expertise from two important fields of study, namely: digital media (video and image) processing and augmented reality. The paper presents an ergonomic study that considers the potential utility and usability of augmented reality (AR) in finance. In order to justify the outcome of this ergonomic study, the authors describe the technology under study (CYBERII) and its implementation in finance. This ergonomic study is based on a comparative analysis of the use of AR with a counterpart virtual reality (VR) approach used for the same application. The comparative analysis highlights an added value in the shift from the use of VR to AR in electronic financial trading. This added value is gained from augmented realism and less constrained interaction. The paper discusses the challenges and rewards of the emerging digital mediatechnologies in meeting the needs of electronic commerce applications, particularly in electronic financial trading. The main considerations taken into account are the realism of rendering, systemportability, and widespread usability. This study motivates further ergonomic studies involving the evaluation of augmented reality integration including CYBERII technology, in the field of electronic commerce.