Among many emerging technologies, 3D is driving the e-Commerce industry to wide horizons, especially for big ticket items like furniture, decor, rugs, home improvement and fashion.
3D in e-Commerce has rapidly taken over the customers by enhancing their customer experience.
3D technologies are empowering online buyers to assess a product like they are shopping in physical stores. Right from checking out the product from multiple angles, with different colours, shades and background on it to demonstrating how it actually works in the real world, 3D has got you covered.
Here are few significant and widely-used 3D technologies that are employed by the e-Commerce players worldwide:
- Computer Generated Imagery
- 3D Animation
- 3D Viewer
- Augmented Reality
All the above mentioned technologies require 3d model of the product and to provide a realistic view to the product, rendering process is required.
3D modelling is process of creating a 3dimensional model of product using 3D modelling programs. CAD modelling visually represented as two-dimensional image using 3D rendering or visualization techniques. Products of high quality can be created by using various 3D modelling software like 3ds Max, Autodesk Maya.
According to researchandmarkets.com, Global 3D modelling market is expected to grow at a CAGR of 21.75% and reach a total market size of US$17.292 billion by 2023, increasing from US$5.310 billion in 2017. This shows the demand of this technology and how widely it’s being adopted in the market.
Lot of return happens in e-Commerce as the actual product turns out to be different in looks than the one shown in the shopping portal, as a result it harms the reputation of the e-commerce brand. With 3D technologies, one can create models that give a fair idea about the product and hence avoid shopper's disappointment.
3D rendering has a significant role to play when it comes to e-Commerce businesses, especially for the furniture industry. This technique has rectified the process of creating actual model designs which results in wastage of time and money. Nowadays, customers are shown a photo-realistic view of the final product. Rendering has made the presentation of design easier as it provides the product a realistic look.
As the result of rendering, images come out almost indistinguishable when compared with the original photo, and it can save the amount spent on professional photo shoot. Talking about the potential of the technology, according to research by Grand View Research Inc., 3D rendering market will be expected to grow to$5.63 billion with annual growth rate of 22.5% during (2018-2025) forecast period.
1. Computer Generated Imagery (CGI) :
Computer Generated Imagery makes use of computer graphics to create 3D images and special effects to make them look larger than life. After creating the basic graphics, next step consists of making it look real and in order to make it look real, special attention is paid to details like texture, lighting, and colour.
CGI is a time efficient alternate to product photography, whereas the outcome is more realistic than real-life photos. Traditional photography is way far costly than creating a CGI because product photography involves a hassle of arranging disposable props and models and then transferring them to locations for product-shoot, which requires major investment and those models and props were barely used afterwards. Average cost of a product photography is around 400-500$, while CGI costs you around 150$ because process of generating lifestyle images do not require any real objects, only 2D images or CAD drawings are enough for 3D artists to create 3D model. One can understand CGI benefits by knowing that Ikea is using 75% CGI images for their catalogs.
2. 3D Animation:
3D animation is a technology that is responsible for creating moving pictures in a digitized 3D environment. These pictures create an illusion of motion. 3D animation don’t need real objects instead it uses product modelling. A 3D designer knows how to create a photo realistic animations that will capture the attention of the audience. According to Statista, the global animation market is estimated to be worth 270 billion U.S. dollars by 2020.
3D animation is helpful in creating engaging content. Internet consists of 80% traffic accountable for videos as web surfers love to see more of video content because it keeps them engage and moreover they don’t need any effort to watch it. A Hub Spot survey reveals, contents of video are more memorized to 43% people than texts which is 18%.
3D animation helps in increasing sales because it gives a clear view to the user about how a product works or operates in a real world environment.
3. 3D Viewer:
3D viewer gives you an insightful utilization of space and being utilized to showcase real-time environment. As a result one gets to see a detailed and highly impactful visual results.
By incorporating 360 degrees view, customers can reach into every detail and are able to explore the product better. Buyers are able to get detailed view of quality and design of the product. This helps them in making an informed decision. This helps in not only increasing the conversion but also reducing the return rate i.e. you have a more efficient and cost effective ecommerce business.
4. Augmented Reality (AR):
AR blends the real world environment with virtual world and is changing the way people shop and engage with products online. AR allows people to try customized products in their home environment and see how it looks in real life usage. According to a study on US consumers, it is found that more than 60% of consumers want to shop furniture by using AR.
Initially, people needed measurements to buy furniture and have to guess if furniture suits their home or not. With AR, customers do not need all these exercises, as they can try all the selected furniture and choose the best one that suits their environment. Apart from other benefits, AR offers marketing opportunities, it allows businesses new ways to promote the brand, provides product information to the customers, offers helpful 3D experiences to users which automatically attract more customers.
With innovative applications of 3D technologies, the e-Commerce industry has been aiming towards a brighter future where more productive and futuristic designs will be developed. By using 3D technologies, one can enhance the quality of showcasing and storytelling. One can stay within the comfort zone and continue using the conventional ways or simply embrace 3D technologies and take their business to the next level.
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