Embodiments of the present disclosure provide a touch sensation interaction method and apparatus in shopping. The method includes collecting an image of a first object, where the first object is a part of a human body, acquiring information about a second object, where the second object is a wearable item worn by the first object, obtaining parameter information of a touch sensation signal using the image of the first object and the information about the second object, where the touch sensation signal is applied to the first object and is used to simulate a touch sensation caused by the second object to the first object when the second object is worn by the first object, generating the touch sensation signal using the parameter information of the touch sensation signal, and applying the touch sensation signal to the first object.