3D Commerce: What It Is and What To Expect

Have you ever shopped for something online and wished you could test it out before buying it? When browsing an ecommerce site, wouldn't it be nice to see how the item looks in your house before handing over your wallet? Wouldn't you like to gauge how tall your new bookcase is? Perhaps the shirt you’re eyeing would look much better on than it does in the picture. Well, what if there was a way you could do all of that and even more? 3D Commerce provides just that!

3D is one of the biggest buzzwords in the world of ecommerce, and it doesn't seem to be stopping any time soon, either. It's a disruptive technology whose impact on how we see and experience commerce is constantly evolving with technology. But what exactly is 3D commerce, and how will it change the e-commerce landscape? Here are some answers.

fire place product presentation in the alps

What is 3D Commerce?

When you shop online, how do you know if a product will fit into your home or suit your style? Simply reading the description does not provide enough information to make the right decision. 

3D commerce is a new technology that brings the physical world of retail into the digital world of ecommerce. 3D commerce allows online shoppers to enjoy the same experience as in a physical store. Each product is represented in three dimensions, allowing customers to see them from every angle, zoom in and out, and spin them around for better viewing. Shoppers can also place products into a scene (e.g., a living room), change colors, or sizes, and customize them with text (e.g. their name or their brand)..

Similarly,  augmented reality (AR) technology  adds a layer on top of our physical reality. You can visualize the product in your actual room, with all the details.  With 3D commerce, on the other hand, you simply see  the product in your room — there's no background or additional elements. It's as if you were holding a real physical object in your hand (minus the feel).

With more and more people shopping online these days and having fewer chances to interact with products before purchasing physically, 3D commerce gives shoppers more confidence when buying.

Advantages of 3D Product Customization

The possibilities of 3D commerce are exciting – and with some big names in retail getting behind it, it is bound to become a reality sooner rather than later.

We've seen a significant shift in how consumers purchase online in the last few years. Millennials are now the largest generation, and their buying behavior is driving the changes in ecommerce. 

Millennials became increasingly comfortable with 3D commerce and augmented reality (AR) experiences. Research shows that more than 80% of consumers prefer to shop for products in a 3D environment. 

With over 5 billion smartphone users across the globe, there's a growing expectation for an interactive experience when shopping for products online. This is why so many brands are turning to 3D commerce.

Virtual shot of a 3d product configurator

Increase Sales with 3D Product Visualization

3D product visualization makes product shots look more realistic by adding depth to images. As a result, customers can view products from different angles, which helps them make purchasing decisions faster and easier. That's why retailers like Adidas are already using this technology to bring their online stores to life.

When you can interact with a product from all angles, you know exactly what it looks like and what to expect. This is especially true for clothes. Customers appreciate seeing what specific fabrics look like up close or zooming into details that aren't visible at first glance.

What Are The Challenges of 3D Product Imaging for eCommerce?

With the rise of 3D printing, many ecommerce businesses are considering 3D product models to enhance the shopping experience. However, some challenges need to be considered before taking this route.

The first challenge is making sure that the 3D model accurately represents your product. The model must be created from scratch, and it must be able to rotate  in any direction so that consumers get a good look at your product. It's important to note that if you're selling a handmade item or an item with slight variations, it will be difficult to create one 3D model that accurately represents all items.

Another challenge is making sure that the consumer has access to a device on which they can view the 3D model. Since most consumers don't have access to augmented reality (AR) devices, it's best to use e.g. our model viewer service to display your product in full-screen mode so that customers can see the entire object without rotating the object themselves. Its available on desktop and smartphone and will provide a better product experience than a 2D image.

How To Start With 3D Commerce

The ecommerce space is becoming increasingly crowded,  so retailers need to find innovative solutions to stand out. 3D commerce has the potential to revolutionize online shopping, just as much as when online shopping first began. With 3D commerce, retailers can create immersive experiences in which consumers have complete control over the product they are looking at, helping them buy with more confidence. The challenge is how to do this without burning through your marketing budget.  

3D images can be displayed in numerous ways to shoppers, and each way has its own benefits. They can be displayed on a website, such as a product page, or they can be displayed within an in-store virtual reality experience.

Once your assets are created and the product is ready for sale, the next vital step is strong marketing. We recommend hiring a 3D ad agency, like we are. Not only can we help you create professional 3D images of your products, but we can also help set up 3D marketing campaigns professionally at a much more affordable cost than a traditional marketing firm.