Thanks to the technical advancements, online retailers can now offer something more than just shopping. Buyers use the shopping experience to determine their purchasing decisions, that is why it is so essential for the eCommerce businesses to search for new digital tools that will differentiate them from competitors and convert their customers.

With so many different retailers to choose from, shoppers are attracted to those who connect with them on a slightly deeper level. Digital solutions such as AR and 3D in eCommerce create interactive experiences across devices and channels, that can engage your visitors and increase customer satisfaction in many ways. It is said, that spending on AR technology will hit $60 billion in 2020, affecting companies in every industry and many other organisations, from universities to social enterprises.

Artificial Intelligence (AI) is certainly one of humanity’s greatest achievements to date, with the ability to mimic human intelligence and advancements in machine learning, visual AI is transforming eCommerce and will probably hold a spot as one of the greatest advancements of humanity’s history.

Augmented Reality (AR) and Virtual Reality (VR) have already found a place and a promising future in eCommerce, and it is nothing new to us anymore.Augmented commerce (aCommerce) refers to commerce that allows consumers to visualise what they want to buy in a real-world environment before making the actual purchase, and it’s all thanks to augmented reality (AR).

Integrating AR into marketing efforts has proven very effective for those who’ve taken the initiative and done so. In fact, the global AR market is expected to grow at 80.8% from 2016 to 2024, adding value to the shopping experience. How is AR and VR going to impact retail eCommerce space? Let’s discuss all we know about virtual eCommerce advancements.

How Ecommerce Uses 3D and AR

According to Vertebrae, 92% of shoppers chose a 3D and AR-enabled browsing environment over a traditional eCommerce site with still photos and video. Consumers nowadays expect the technology to provide them with personalised experiences and demonstrate the product in its full light. From the possibility of a virtual try-on for shoppers to see if products suit them, to AR mirrors allowing to interact with products, reality technology has certainly found its place in eCommerce. Let’s see how retailers use AR and 3D technology today.

Visualise Your Purchase

AR allows brands to enable interactive shopping and improve their product catalogues, displaying items in 3D environment. It’s a real demo of how the product could fit into the environment they are going to be used in, providing hands-on personal experience. This solution is not only making the decision-making process much easier, it also certainly encourages the user to take part in a virtual experience and increases customer’s satisfaction. Now, consumers are able to visualise what types of furniture will fit into their living room, thanks to IKEA place app, which saves everyone time and money before making the big decision. Another great example of an augmented reality app is Tap Painter, that helps to determine what colours will look best on your walls, before you start painting them.

3D Product Imaging

This technology brings an in-store experience to online shopping through 3D images, allowing users to view different parts of the product, from every possible angle, something that is not accessible via standard product images. The shoppers can now rotate objects, view them in motion or zoom in and out, all thanks to 3D imaging.

TSUM, the leader in the integration of new technologies and a largest luxury goods department in Eastern Europe, is the first company that has digitised more than 30 000 products in 3D using the Cappasity technological solution. Thanks to this solution, TSUM increased the conversion rate by almost 40%.

Virtual Try-On

Bringing virtual technology to the beauty industry, many brands are now investing in a Virtual Stylist, since millennials state that in-store make up testing is unhygienic. Make up stylist offers a completely personalised experience of a convenient product try-on via camera. You can now virtually test different beauty products and see what lipstick, eyeshadows or mascara suit you the most, all without leaving the house. The top beauty retailer, Sephora, has invested in that technology to provide an innovative solution for their customers via a Virtual Stylist. Using facial recognition, Sephora’s make up app empowers consumer interactions and allows for trying make up anywhere and experiment with different looks.

How 3D and AR can drive ROI

Augmented reality in fashion, cosmetics and pretty much everything else is helping brands boost sales, it is also a great way to approach several eCommerce problems and improve customer satisfaction overall. With virtual home try-on experiences and personalisation, brands can now boost their sales and stand out among their competitors. Many global retailers have introduced their audience to AR-powered tools and apps that not only build trust and brand awareness, but also drive the increase in revenue.

For instance, by allowing consumers to visualise what their products look like in the comfort of their own home, brands like IKEA and Tap Painter are adding value through the convenience of doing everything at home, including checking out.

Augmented commerce can personalise shopping experiences and over time help you find solutions and see what your customers really like. Instead of showing models wearing your products, customers want to try them on and decide right at that moment what outfit suits them the most.

AR and VR solve the biggest problems of online retail and will soon become the norm. Virtual try-on allows customers for a convenient exploration of different options before the purchase, which provides more accurate expectations, increase customer satisfaction with the product and boost the confidence about their purchase decision, which leads to conversion.


Many challenges in eCommerce can now be solved by emerging technologies and advancements in AI. With revolutionary tools such as Cappacity, online retailers can now quickly and easily improve the browsing experience with complete 3D product imaging solutions, mobile apps, VR and AR applications. The users of this software have seen an improvement in conversion rates by more than 30%, fewer returns and fewer customer enquiries. Your clients want this in-store experience to happen anywhere and the possibility to fully examine the product before making the final purchase. Allow them to buy with confidence and improve your online catalogue by enabling AR and 3D imaging in your eCommerce.

Let us know your thoughts on 3D technology and the future of Augmented Commerce in comments!



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