After the pandemic, more and more brands are implementing three-dimensional visualization on their e-commerce platforms in order to improve the online shopping experience, increase ROI and customer engagement.
With 3D, potential customers are able to see every product as if it was in real life, instead of just a 2D image.
From Wunderman Thompson Data (July 2021) emerged some interesting trends about consumer behaviors. Consumers are now expecting brands to have a digital presence: 85% of consumers agree that brands need to have a digital presence to be successful in the future and 62% feel they have a closer relationship with brands that have a strong digital presence.
Retail is being hybridized.
An approach towards a more hybrid way of shopping is coming: 83% of consumers believe the future of shopping to be hybrid, while 64% prefer to shop with brands that have both an online and offline presence. (Wunderman Thompson Data, July 2021)
Not only the digital presence of a brand is important, but we need to focus on the concept of Digital Twins first: the market in the past years, especially during the pandemic, has seen a rise in the applications of digital twin technology in many sectors, due to its ability to expedite product development and support innovations. Digital Twins have capabilities in supporting emerging technologies, including artificial intelligence (AI), big data, the Internet of Things (IoT) and computing power.
This impact of digital twins has been highlighted by our guests during Invrsion workshop series 3D Commerce is here.
Erick Chadwick, Staff technical artist at Wayfair says “ We wanna do things at scale, and automation is key for that. And we know that 3D definitely is a driver for consumers: they are interested in seeing it in their space, AR is a key component of that, but also compelling imagery. So we made the change from mostly using photography to 3d imagery as a way to sell products. With 3D you have full control of the light: it’s always the golden hour of the day, it’s always the best sight that you can get.”
This implementation of 3D in the past years has been seen as a huge innovative change: the co-founder of Matterport, Matt Bell, says “For VR and AR developers, true digital twins are a leap forward comparable to ‘the invention of the camera’ versus ‘the old days of painting’.”
During our first webinar, Cynthia Maller, head of CGI at Walmart says “What I oversee is the development of digital twins that has to delight the consumer, to enrich the experience on product detail page. It is up to us to design the shopping experience as shoppers. “
According to businesswire.com, the global market for Digital Twins is estimated to reach a revised size of US$35.5 Billion by 2026, growing at a CAGR of 36.9% over the analysis period.
With a common 3D Commerce open standard released in 2021 by the Khronos Group, an organization comprised of top tech companies (Google, Microsoft, Apple, Nvidia, Intel, Samsung, Meta, Unity, Unreal, Invrsion and more), along with top retailers (Amazon, Walmart, Target, Lowe’s, Wayfair, Adidas, and more), the moment is set for eCommerce to take that first step towards Metaverse and go 3D. The 3D Commerce standard aims to natively display on a web page a 3D digital twin of a product without the need for specific plugins or tools, just like with a JPEG or PNG image for the 2D photographic representation of an object. This new format will give a fundamental boost to the use of 3D resources in e-commerce platforms and will allow the use of three-dimensional assets in multiple contexts and on different platforms, including AR and VR of the future.
Invrsion has always been committed to imagining the transition from e-commerce to new immersive media and has been creating Hyper-realistic 3D Digital Twins that are compliant to the tightest of industry standards. We are ready to work with you!
Here you can see how your 3D real-time rendered Digital Twins can be inserted in your ecommerce platform: https://www.invrsion.com/3d-commerce-experience