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3D product visualisations will reduce your returns

While there are many contributing factors as to why a customer may return an item, “product looked different than it did on the website” is often at the top of the list with a study revealing that 22% of online returns quote this very reason.

Giving customers more accurate product images

This shows us that ecommerce stores need to do more to give customers a full image of their products. While product descriptions offer the chance to do this, they have limited impact as they don’t give customers a clear visual picture of an item.

The answer may, in fact, be found in 3D product visualisation! This allows the customer the opportunity to view a graphical 3D product representation of an item online which they can interact with. A consumer can choose what area of the item they want to see, can zoom in and out to see close up details, view the product in motion and even rotate the object, so they can fully inspect it before potentially purchasing it.

Additional benefits include the ability to track/evaluate the way potential consumers interact with the products on their site when using 3D imagery, which can be turned into metrics through the use of heat maps to show dwell time, points of customer interest, and the best angles for thumbnail product position.

Returned product reduction

Returned products can be expensive. Customers need to be confident that they are purchasing the correct product at the point of check-out, and 3D product visualisations give customers ‘the whole picture’ so they are satisfied that they know exactly what they are purchasing. Using optimised product photography has always been a priority for ecommerce-only brands, and the introduction of 3D product visualisations is the next step for those that want to innovate their customer experience.


Would you introduce this to your online website? If you’d like to read more of our predictions for this 2020, download our free innovations ebook now.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.