Over the years, 3D visualization has become one of the most cost-effective and efficient methods of producing digital content and giving customers a real-life immersive shopping experience.

In 3D visualization, 3D software is used to create graphical animations, rendering designs, and more. 3D artists and designers create photorealistic 3D models based on the product photos, dimensions, and specifications.

Compared to traditional photography, 3D visualization is less costly and saves time, labor, and other resources to produce the final product.

Moreover, instead of guessing whether a product would fit their lifestyle, customers can view and interact with the 3D product through Augmented Reality and have a “try before you buy” experience.

To learn more about 3D rendering potential, let's discuss some of the industries that have successfully implemented this technology and what benefits they experience.

Where is 3D visualization used?

The good thing about 3D modeling is that it can be applied to and benefit various industries. With 3D projects, businesses can improve their communication and provide customers with a nearly real-life experience.

As of today, this technology is widely used in the following fields:

Product design and presentation

3D software is an excellent tool to use to showcase the new product design. The benefits here are twofold:

  1. Such models help see the product in real life and make any needed adjustments from the technical side.
  2. From the marketing point of view, 3D visualizations are a sure way to stand out as so many companies are yet to implement these technologies in their eCommerce strategy.


By implementing 3D visualization software, architects can create realistic and detailed 3D visuals to highlight the structure’s interior and exterior attributes.

What makes it so effective is that they can add real-life objects to the visuals to make it more attractive, including paintings, lighting, furniture, and carpets. This enables their clients to visualize exactly what the structure will look like according to their styles and tastes.

Media and entertainment industry

While 3D movies have been around for a while now, other entertainment and media sectors are starting to implement 3D visualization and animation technologies.

3D rendering is more commonly used in creating interactive ads, captivating games, and even music videos.

This sector has a lot of potential for future 3D implementations, and we are likely to see 3D Animation and 3D printing solutions and innovations in the nearest future. Speaking about the upcoming 3D visualization services and their application, we can be certain that this technology will only increase in most sectors.

The interior design and architectural industries are likely to see the most innovations as more and more solutions are implemented to improve both building and marketing processes.

Main 3D Visualization use cases

Once a 3D model is created, it can be used within multiple visual solutions. There are two main types of 3D models: high-poly and low-poly.

High-poly 3D models can be transformed to a 360 viewer or rendered to a photorealistic scene.

Low-poly 3D models are used for real-time applications, including a 3D viewer, view-in-room augmented reality, and QR codes.

The most popular 3D visualization use cases in eCommerce are:

1. View in room Augmented Reality

This service is often used to enhance in-store, interactive experiences for customers. Shoppers can visualize the products in their own space right from their mobile devices!

What’s more, they can evaluate your product’s specific elements, like its design, dimensions, and style. This facilitates a quicker and more informed purchasing decision because they are virtually trying your product before buying it.

It means the customers are less likely to return the product once they’ve purchased it.

App-free Augmented Reality
Darren Shoulder Bag by Rebecca Minkoff

2. 3D Viewer

Have you ever wondered what an online product looks like from all angles? With a 3D viewer, you can use the integrated spin and zoom feature to view any product’s angle before purchasing.

Some of the main 3D Viewer benefits include:

  • Delivering an engaging product experience.
  • Generating better Return on marketing investment (ROI).
  • Minimizing product returns.
  • Reducing the website’s bounce rate.

For more reasons, read our article on 3D Viewer.

3. 360° HD Rotator

This technique is also known as the “turntable,” where static product images are displayed in ultra HD, 360-degrees.

360° HD Rotator technique seamlessly integrates with any device and allows your customers to experience your product from any angle.

From the customer’s point of view, such a feature increases engagement and interest in the product.

360° HD Rotator by CGTrader

4. Lifestyle Visualizations

This process involves taking a 3D photorealistic visualization and modifying the product into completely different styles, scenes, and concepts.

Lifestyle visualizations give you the complete creative freedom to choose lighting, decor, angles, colors, textures, configurations, and more.

CGI room scene
Photo-realistic lifestyle scene visualization by CGTrader

3D Visualization Techniques

As you can imagine, there are tons of ways and techniques to create the unique graphics you’re looking for; it all depends on the design’s purpose. For example, a marketing visualization would look somewhat different from a concept visualization. Popular visualization techniques include:


This technique is used to create imagery with realistic materials, textures, patterns, lighting, and shadows. The goal of this technique is to make the visuals as indistinguishable from reality as possible.


These visualizations have a slightly lower degree of detail to present an object’s structural details. So, instead of showcasing material and textures, the viewers are less distracted and can focus more on the architecture itself.


The futuristic technique allows the viewer to experience escapism through usual styles made to look hyper-real.


The optimistic technique is when a product or building is placed in an ideal setting to stimulate viewers’ excitement. An example of this would be to put an architectural design into a perfect landscape that accentuates a welcoming atmosphere. Implementing this technique allows viewers to visualize themselves at that scene.

Somber Atmosphere

This technique is used to create the opposite of the optimistic style, meaning the entire atmosphere is less vibrant and gives off a more cool, minimalistic vibe. This type of visualization would be ideal for creative works such as film renders where darker tones and muted colors are used.


Here, the visualization showcases an accumulation of styles, products, or buildings together, meaning a new design is created over another to feature the difference between the two. This technique is especially useful when projecting before-and-after images of existing structures.

Main Advantages 3D Product Visualization Bring for eCommerce

3D visualization benefits
Bring your product’s imagery to the new level while enjoying the benefits listed below. (Source: Unsplash)

Today, 3D product visualization is quickly gaining popularity among online retailers, bringing benefits to both sellers and buyers. What are the biggest advantages 3D product visualization brings for eCommerce?

Reduces Pre-Purchase Anxiety

Using 3D product visualization allows retailers to showcase their products in context. This will enable buyers to visualize and interact with the product to understand exactly how it works and what it will look like in their hands or their home. The interactive product experience enables them to determine whether the product’s quality and functionalities match their expectations while making an informed purchasing decision.

For example, say you’re selling a jewelry product. A 3D visualization will capture features that are otherwise difficult to portray. You can showcase the metal’s shine, the gem’s sparkle, how the light reflects on it, and how its unique design matches the buyer’s style.

Increases Sales Conversion

Retailers report that 3D visualization increases conversions. For example, fashion retailer Rebecca Minkoff has been using 3D visualization to showcase products since the fall of 2019. After running some tests, they discovered that visitors who interacted with a 3D effect were:

  • 44% more likely to add the item to their cart,
  • more likely to place the order (27%),
  • Augmented Reality results in customers being 65% more likely to click on the shopping cart.

Reduces Product Returns

Product 3D visualization helps customers experience a life-like visual and interaction. This means they’re more likely to gain confidence in their purchasing decisions and, ultimately, reduce the chances of returning the product once purchased.

It allows customers to experiment with a product’s variations before making the actual purchase. They can try various designs, styles, angles, and sizes best suited to their needs, which ultimately contributes to the “try-before-you-buy” experience. By simply using a 3D visualization, you’re likely to reduce return rates by up to five times!

Enhances On-Site Customer Experiences

Realistic visuals offer realistic experiences. Customers are much more likely to enjoy the online shopping experience if they can browse through 3D models and renders. Such models make customers feel as if they’re conveniently shopping at your store from their mobile devices. 3D models are so powerful that they can increase page-visiting times by 21% due to customer enjoyment. Such inevitably creates a positive feeling about your brand and increases loyalty.

It’s Cost-Effective

As mentioned before, 3D visualizations are much more affordable than hiring a photographer, setting up the scene, going through every image, and selecting ones to edit and use. You can save a lot more time, money, and energy by using visuals that will encourage higher purchase rates anyway.

Start Your 3D Project in 3 Simple Steps!

  • Step 1: Choose the products to convert

Whether it’s a product that receives the most inquiries or a complex texture, it is difficult to describe.

  • Step 2: Take 3 to 5 pictures or a video from multiple angles

Don’t worry about hiring a professional; a simple snap with your smartphone is more than enough (or a few product links). Basic product dimensions will be needed as well.

  • Step 3: Choose the RIGHT supplier…

Choose a supplier that can provide you with cost-effective, quality, on-scale services. If you need more than 100 SKUs converted, make sure they can deliver on time!

It’s important to ensure the company you’re using offers a 3D model review system in which you can leave your feedback. Don’t settle for simply sending them an email and waiting until your nerves are shot to get a response. Otherwise, you’ll be investing far more time, energy, and nerve cells into the project—which is exactly what we don’t want!

Ready to convert your product visuals to 3D? To start the 3D conversion process? Let’s talk! With over 15 years of experience in 3D modeling, we can offer quality and competitive prices and a well-established QA workflow and digital asset management system.

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3D Visualization: All You Need to Know to Improve your eCommerce Business

Sarunas Vendelskis is the Head of 3D Modeling at CGTrader. Sarunas is a highly skilled 3D expert with more than 15 years of experience in the field. Besides leading a 3D team and implementing the latest 3D solutions at Modelry, Sarunas loves good food and traveling – and that’s why your journey with our 3D modeling services will be unforgettable.

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