Why should you use 3D renderings on your product page?

What is a 3D rendering?

3D rendering of a Chloé bag with an highlight on the 3D modelling phase
3D rendering of a Chloé bag with an highlight on the 3D modelling phase

The process of converting information from a 3D model into a 2D image is known as 3D rendering. 3D product renderings are subjected to a wide variety of implementations. To illustrate, at SmartPixels we make highly effective 3D versions of our customers’ products to enrich their website pages


The first step to creating hyperrealistic 3D visuals is 3D modeling. During this phase, a digital model reflects the object or scene to be rendered in 3D. Afterward, it occurs in the rendering phase itself. The 3D modeling software can take a model and turn it into a high-resolution image. Once the 3D render is completed, 3D artists usually have to make a few modifications and adjustments to it.


To make the 3D product visuals as realistic as possible, they use texturing and lighting techniques. In this way, through an overall improvement of the visual’s appearance, it can match and even overtake customers’ expectations.


Buying is visual. As a consequence, one of the major implementations of 3D renderings is e-commerce. In fact, many fashions and luxury brands are seeking 3D rendering services to develop ultra-realistic visuals for their collections and catalogs.


Luxury brands, exploit these visuals as an alternative to traditional product photography. Due to the high level of realism and engagement, 3D rendered images proved to be useful tools for brands to increase customers’ satisfaction.

What the future of e-commerce looks like

3D visuals for product pages
3D visuals for e-commerce and social media product pages

Statistics forecast that the e-commerce industry will grow by $11 trillion between 2021 and 2025 [1]. As companies moved online all through the COVID-19 global epidemic, the worldwide digitization trend accelerated at a breakneck pace.


The e-commerce landscape is characterized by rising competition. By the end of this year, e-commerce will count for 20.4% of global retail sales, up from 10% only five years ago [2]. Therefore, brands are struggling to obtain consumers’ attention.


Aside from being a critical weapon against the competition, visual commerce has become an essential component of the online shopping experience. Relying on receiving consumers in-store, or persuading them to purchase with static images, no longer works. To continue attracting shoppers, online retailers must develop user-engagement strategies and technologies.


Among these strategies, 3D visualization and 3D rendering are on the frontline. These solutions can improve the user experience by allowing buyers to visualize and personalize items in an ultra-realistic way, before clicking the “checkout” button.

How can you exploit 3D product renderings?

3D customizable product rendering realized by SmartPixels for FURLA 

3D product renderings are increasingly used by luxury brands to enrich their websites’ product pages. In particular, 3D ultra-realistic renderings are relevant to attract, engage, and influence prospective customers.


Here there are three of the main applications of 3D visuals : 


3D rendered images for a catalog: Fashion and luxury brands’ e-commerce provides their end customers with thousands of products. Each of them needs to be displayed as accurately as possible. Traditional product photography takes a huge amount of time and endeavour. On the contrary, 3D renderings make it easier to model products and show them in a 360-degree view, giving customers more confidence in what they buy. 


Augmented Reality for e-commerce: AR enables buyers to project realistic 3D visualizations of their items into the real world. The use of Augmented Reality is widespread in industries such as leather goods, shoes, and timepieces. To develop Augmented Reality solutions, brands need 3D renderings of their products, possibly in glTF format


3D rendered images for product personalization: Users can also customize products when making purchases from a website by using 3D renderings. Through 3D visualization, shoppers can tailor the shape, colour, and material of their product, seeing changes in real-time.

Benefits of 3D technology on your product page

3D product rendering realized for Carolina Herrera fragrance
3D product rendering realized for a Carolina Herrera fragrance

Rising consumers’ expectations are no longer being met by traditional photography. On the contrary, virtual photography generates high-quality product visuals to boost e-commerce product pages. 


Higher-conversion rates: SmartPixels’ 3D renderings make our clients’ web pages stand out. We estimated that brands replacing traditional product photography with 3D renders have obtained a 40% increase in conversion rates and approximately a 30% increase in sales.


Consumer engagement: 2D e-commerce visuals do not make buyers engage with products. 360-degree view videos, augmented reality, and 3D configuration keeps customers involved in the purchasing process. Customers can personalize their products in 3D and feel more connected to them. Therefore, customer satisfaction rises considerably.


Lower returns: from 20 to 25% of fashion online purchases are returned [3]. One of the main reasons is the divergence between the appearance of products in real life and online. Virtual prototyping allows you to create millions of static or animated 3D product renderings for any product combination. Consequently, it will reduce returns and waste.


SmartPixels’s’ 3D application lets consumers see what their final product will look like from every angle and with very high accuracy. This way, consumers can order with confidence custom, made-to-order items.


[1] ttps://f.hubspotusercontent10.net/hubfs/2617219/The%20ZigZag%20Global%20Retail%20Returns%20Study%202021.pdf

[2] https://www.shopify.com/research/future-of-commerce/future-of-ecommerce#:~:text=Global%20ecommerce%20sales%20are%20expected,ecommerce%20sites%20across%20the%20globe.

[3] https://www.forbes.com/sites/forbestechcouncil/2022/03/14/e-commerce-trends-2022-what-the-future-holds/?sh=5f4816db58da