Shopping is fun: entertaining your customers ensures that they spend time in your store and recommend it to their friends. Extending your online shop with a 3D store-front lets you create that unique shopping experience, and enables your customers to discover your products in greater detail. According to Shopify, “the future of ecommerce is 3D”

Product viewing

3D product viewers enable customers to inspect products from every angle before buying them, as in this example from Renault.

In one use case, visitors who interacted with a 3D model were:

  • 44% more likely to add a product to their cart
  • 27% more likely to place an order
  • 65% more likely to make a purchase when they viewed the product in AR

Product customisation

3D product customisers let customers personalise and preview products in great detail. Customised products can be sold for more, and are less likely to be returned.
Nike's NIKEiD store lets you customize your own footwear, at a 30% to 50% premium over store price. Customisers are used across a variety of industries, from furniture to luxury and transport

Some of these examples are interactive and let you view the product from every angle. This is extremely useful in cases where the product's size and shape are important, such as for furniture or mechanical parts.
For cases like fashion where the look of the product is more important, the customiser may only offer select views from fixed positions, in order to focus on the visual quality with realistic lighting and shadows.


Viewing 3D models in AR lets customers see how products will feel like in the physical world. AR

  • creates a better shopping experience
  • reduces return rates
  • increases traffic and engagement
  • reduces decision time
  • increases conversion rate and brand loyalty
Brands like Ikea and Wayfair have already created their own apps which enable customers to view products in augmented reality: you can try out your new virtual couch in your living room.

But it is not necessary to ask your customers to download an app in order to use this. Web AR using WebGL is fully fledged, and support is not an issue. One of our projects involved a high quality 3D car model in AR. It ran at a decent speed (30fps) on an iPhone 6 and a Samsung Galaxy 5, and more recent devices handled it very easily.


Most webstores display their products in a 2D grid. With WebGL, there are many other possibilities that can make the shopping experience fun and immersive. Products can be displayed inside a realistic environment, such as in an office or a a painting gallery
They can also be displayed inside a 3D photogallery, as shown in our demos below.

The products can also be part of an interactive experience. This playful example from Max Mara is wonderfully creative and entertaining.

Games featuring products are another way to entertain your customers.