While e-commerce offers a broader variety of things than a shopping mall, it does have limitations. Flat photographs do not show objects from all angles, and shoppers cannot study the products' details, materials, and quality as they would in a physical store. This results in frequent returns and has an impact on the conversion rate of online businesses and marketplaces. However, with the evolution of 3D technology, blending online and offline purchasing is no longer a pipe dream.

Retailers may now provide consumers with realistic and interactive 3D product representations on their websites thanks to Cappasity's 3D technology. In turn, consumers may study things from any perspective, zoom in to see all the fine details, and, as a result, make an informed purchasing decision. According to Cappasity's research, integrating interactive 3D material into an online store increases product perception by 23% and makes customers 29% more likely to make a purchase. As a result, the client experience improves by 33%.

In a recent joint webinar with LitExtension, the top shopping cart migration solution for e-commerce, the Cappasity team discussed how immersive technology improves the online consumer experience. LitExtension enables retailers to seamlessly transfer critical data such as items, customers, and orders from one e-commerce platform to a more robust one without disrupting their current operations. As renowned e-commerce experts, the LitExtension team understands how immersive content may provide a critical strategic advantage in the highly competitive industry of e-commerce. To discover more about the impact of 3D technology on the online shopping experience, we welcome you to watch the webinar:

Customers' engagement and online user experience improve for brands who have already included interactive 3D material onto their websites. For example, Samsonite, a renowned luggage manufacturer based in the United States, employs Cappasity's 3D digitization technologies to provide their clients with an immersive purchasing experience.

Samsonite's VP of e-commerce, Jay Nigrelli, said on the company'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”.

We are moving beyond 3D renderings of goods in real-life situations as technology advances. Customers can now have "try-before-you-buy" experiences from the comfort of their own homes. Before making an online purchase, internet buyers can use virtual try-on to determine how particular things will fit them. This technology works effectively in garments, shoes, and accessories, where customers crave a feeling of "touch and feel."

Virtual try-on is also useful for jewelry shoppers. Accessories, watches, and jewelry are the third most frequently returned goods category. Among the most common reasons for returns are incorrect sizing, poor fit, and a mismatch between the product and the customer's expectations. Virtual try-on addresses this issue by allowing customers to visualize how the things will fit them in real life, resulting in fewer returns. Some luxury watch companies have already begun to use the technology in their online storefronts.

Immersive technologies provide limitless possibilities for connecting with customers through one-of-a-kind, memorable, and interactive experiences. The usefulness of immersive technologies in online purchasing will only increase as Generation Z and millennials gather more spending power. Customers will continue to want interactive experiences, and more businesses will implement immersive technologies in the future. This will radically alter how consumers research products online, try on clothing, and connect with brands.