Did you know the very first eCommerce transaction is believed to be a copy of Sting’s Ten Summoner’s Tales CD, sold by NetMarket founder Dan Kohn to a friend on August 11, 1994? Since that fateful day – the very first time an encrypted transaction was made over the internet – eCommerce has certainly come a long way.
Now as we kick off into 2023, a key advancement in product asset creation is making its mark on online selling: 3D product visualization.
Steps above traditional product photography and 360-degree product videos, 3D assets take online merchandising to the next level – allowing shoppers to see each and every detail of a product, from every angle. Accurate colours and textures are integrated into the 3D render, as is the ability to drag-to-rotate and zoom in on specific features.
Going even further, augmented reality software allows a consumer to view the 3D version of your product within their own environment – in some cases, even allowing for the opportunity to “try on” footwear and apparel virtually. And 3D scene rendering showcases your product’s digital twin within a lifestyle environment so that consumers can fully visualize the product in action.
Just one way of creating a digital twin, 3D scanning refers to the method of scanning a physical product with a laser scanner, capturing every angle and sending the data to a 3D capture software. The software compiles the geometries and outputs a 3D version of your product on-screen. The render is further enhanced by a digital artist in order to ensure all details are properly captured.
3D model creation can also be completed by leveraging existing product images to recreate the asset in a 3D software. Digital artists use 3D modelling techniques to capture every unique detail, delivering a photorealistic representation of your product that can then be used in a drag-to-rotate image or in an augmented reality environment.
3D Scene Rendering
Want to showcase lifestyle images of your product in action or staged to perfection? 3D scene rendering can accomplish exactly that, with a digitally created 3D background and your product’s digital twin. 3D scene rendering allows a shopper to fully visualize a product within a lifestyle environment, in a way that is much more cost effective to accomplish than a styled photoshoot.
Benefits of 3D Product Visualization
- Increased Conversions
Leveraging 3D renders on your eCommerce website can increase sales by 94%. This can be attributed to the fact that high-quality digital twins offer such impressive detail and photorealistic finishes, providing shoppers with all the visual information they need to know in order to make a purchase.
- Fewer Returns
The level of accuracy and attention to detail in a 3D product render also leads to fewer returns, since the consumer is able to see the full product before purchase, leading to fewer surprises when they receive the real physical product. eCommerce businesses with 3D content have reported a 40% decrease in returns.
- Better Customer Experience
When you’re able to offer 3D assets, you’re creating a more immersive and engaging experience for your customers online. This boosts the overall customer experience on your website, making shopping more entertaining – especially with augmented reality integration. 55% of online shoppers say that AR makes the experience more fun.
- Scalable Product Content
Simply put, it’s far more cost effective to create 3D product renders and 3D scene rendering for a large product catalogue than it is to stage and shoot photos. This is especially true when it comes to creating colour or material variations of the same product – something that can be done in a fraction of the time spent on photography.