An electronic apparatus and a displaying method thereof are provided. The electronic apparatus includes a sensor which senses user information, and a controller which reads out item information based on the sensed user information, determines a display method of item content corresponding to the read-out item information, and controls the item content to be displayed in the determined display method. Accordingly, actual goods are displayed along with information regarding the actual goods so that the user can realize a displayed image as actual goods and can easily obtain goods information.