Immersive technologies are dramatically changing online retail across the globe. According to recent research, 68% of consumers in APAC and 58% in Europe advocated for immersive technology experiences. This means that modern consumers are ready to embrace immersive technologies in their daily lives. Buyers want to connect with their product before making a purchase, and immersive technology is the best tool to bridge the gap between online and offline. Thus, online retailers should reimagine eCommerce and get ready for the growing demand for immersive experiences. In this article, we’ll find out how immersive technology will change online shopping.

1. 3D technology: a way to boost an engaging customer experience

While delivering a wider range of products than a shopping mall, eCommerce still has its limitations. Flat images fail to demonstrate items from all angles, and consumers can’t examine the products’ details, materials, and quality like in brick-and-mortar stores. This leads to frequent returns and affects the conversion of online stores and marketplaces. However, with the advancement of 3D technology, blurring the line between online and offline shopping is no longer a dream. Thanks to Cappasity’s 3D technology, retailers can now provide consumers with realistic and interactive 3D product representations locally on their websites. Consumers, in turn, have an opportunity to explore items from any angle of perception, zoom in to see all the tiny details, and, consequently, make an informed purchase decision. According to Cappasity’s research, after integrating interactive 3D content into an online store, perception of the product improves by 23% and customers become 29% more deliberate about making a purchase. As a result, the client experience becomes 33% more efficient.

Recently, the Cappasity team has discussed how immersive technology boosts online consumers’ experience in a joint webinar with LitExtension, the leading shopping cart migration service for e-commerce. LitExtension helps merchants seamlessly transfer essential data like products, customers, and orders from one eCommerce platform to a more robust one without an interruption to their current business. As renowned experts in eCommerce, the LitExtension team is highly knowledgeable on how immersive content can be a crucial strategic advantage in the highly competitive field of e-commerce. We invite you to watch the webinar to learn more about the impact of 3D technology on the online shopping experience:

Brands that have already integrated interactive 3D content into their websites see a boost in customer engagement and online user experience. For example, a leading US-based luggage maker Samsonite uses Cappasity’s 3D digitizing solutions to provide their customers with an immersive shopping experience. Jay Nigrelli, VP of e-commerce at Samsonite, commented on the brand’s experience:

It is important for our customers to have the opportunity to examine the goods in detail, and 3D visualization allows us to bridge the gap between online shopping and brick-and-mortar stores. We chose Cappasity because their solution allows us to share comprehensive product information with our customers. 82% of visitors who select a product 3D View actively interact with it.

2. AR technology: creating the “wow” effect

Augmented Reality is increasingly becoming part of the e-commerce industry. AR technology enables e-commerce brands to build innovative marketing campaigns to attract customers and actively engage with them. They also play an important role in creating the “wow” effect when demonstrating new products and amplifying brand awareness. A great example of using AR technology in e-commerce is Victoria Andreyanova’s immersive fashion show that took place in spring. The brand presented a new collection in AR format.

Thanks to the brand’s partnership with Cappasity, models wearing fashionable outfits from the new collection stepped out of the online store to join consumers in the real world as AR holograms. As a result, customers had an opportunity to imagine how the apparel would fit them in real life, see the materials in movement, and better understand the designers’ vision. This is an entirely new way of remote demonstration of items that will take e-commerce to the next level.

Click the “Cube” icon to experience the Cappasity 3D View in AR.

3. Virtual try-on: providing “Try-before-you-buy” experience

With the advancement of technology, we are going beyond placing 3D visualizations of items into real-life environments. Now a consumer can have “try-before-you-buy” experiences from the comfort of their home. Virtual try-on enables online buyers to see how certain products will fit them before they actually make an online purchase. This technology applies well to apparel, shoes and accessories, where consumers desperately need a sense of “touch and feel”. Virtual try-on is beneficial for jewelry buyers as well. Accessories, watches and jewelry are the third most returned category of products. Among the main reasons for returns, consumers mention wrong sizing, poor fit, and a discrepancy between the product and the customer’s expectations. Virtual try-on solves this problem by allowing consumers to see how the items would fit them in real life, leading to fewer returns. Some luxury watch brands are already using the technology in their online stores.

Click the “Cube” icon to try it on.

4. Immersive technologies will transform online shopping

Immersive technologies offer unlimited opportunities for connecting with customers through unique, memorable, and interactive experiences. As Gen Z and millennials accumulate more spending power, the value of immersive technologies in online shopping will only grow. Customers will continue to seek interactive experiences, and even more companies will deploy immersive technologies in the future. This will drastically change the way consumers examine products online, try-on items, and interact with brands.

Author Bio – Kosta Popov, CEO and Founder, has 20+ years of experience and a successful track record as a software company CEO. Under Kosta’s lead, Cappasity has so far successfully raised $7.4M. Kosta is an expert in 3D technologies, SaaS solutions and e-commerce.