A system and method of performing a payment transaction in an augmented user experience displayed to a user of an augmented reality device. The system includes receiving a request for user authentication from a user, authenticating the user for performing payment transactions via a merchant application executed on the augmented reality device, receiving a request for payment to a merchant for an item offered for sale to the user in an augmented environment presented by the merchant application, processing payment in the payment amount between a payment account of the user and a merchant account, wherein the request for payment is performed without the user exiting the merchant application.