Products in 3D and augmented reality in e-commerce

The presentation of products in 3D and using augmented reality is revolutionizing the way customers shop online. These technologies not only offer an improved shopping experience, but can also have a positive influence on purchasing decisions.

While there are currently some limitations, such as availability only in the US and limited to certain product categories, the potential of these technologies is undeniable and it is likely that they will play an even greater role in e-commerce in the future.

With the help of 3D models, users can view your products from different angles in product listings and shopping ads.

With augmented reality (AR), users can also view the product in their home before they buy it. In this article you will learn how this works and how you can present your content on various Google platforms.

3D models allow customers to view products from different angles in product listings and shopping ads. This offers an interactive experience where you can virtually “touch” the products and examine them from all angles. It is particularly advantageous that customers can zoom in and view the smallest details, which is often not possible with conventional 2D images.

Augmented reality goes one step further: customers can place products virtually in their real environment. Imagine being able to project a new chair directly into your living room to see how it will fit into your interior before you buy it. This technology offers an immersive shopping experience that gives customers a realistic picture of how the product would look in their own home.

Currently, the availability of these innovative presentation methods is limited to shoes and household goods and is only available for products sold in the USA. Despite these limitations, the technology offers considerable advantages:

• Increased customer interest: The 3D and AR presentations arouse strong interest among customers and lead to more interactions.
• Higher quality clicks: The improved presentation and interaction with the product increases the likelihood that interested customers will actually make a purchase.

Implementation in your e-commerce

Manufacturers can either create 3D and AR models themselves or work with partners such as CGTrader, Epigraph, Ocavu and VNTANA. As soon as the 3D model has been completed, it can be uploaded via Google’s Merchant Center.

1. Creation of a 3D model: either on your own or with the help of partners.
2. Setup in the Merchant Center: Merchants without a Merchant Center account must set one up in order to integrate 3D and AR models.
3. Using the Manufacturer Center: Manufacturers should use the Manufacturer Center to provide their 3D models.

Although AR does not yet work with Shopping ads, 3D assets can already be displayed in these ads, especially if they are integrated into Performance Max campaigns or Shopping campaigns.