Field notes on AI guided selling.

Virtual photography may sound like an oxymoron–or worse, a buzzword–but the digital practice is upending the world of eCommerce. Over the last year, virtual photography proved to be a game-changer, as shopping moved even further online due to the pandemic. Just look at these 2021 virtual photography stats by compiled by Threekit: Improves purchase rate by 11x 35% fewer returns 87% more views And more

In the past decade, we’ve entertained countless predictions for how augmented reality is going to transform eCommerce. While the technology has been possible for quite some time, only in the past few years have the possibilities come into view. In fact, as recently as 2017, Entrepreneur Magazine published an article titled “How Augmented Reality is Going to Transform eCommerce,” and while they got a few things right, there were events and trends in store that they couldn’t possibly have anticipated. To be fair, no one could have predicted exactly what was to come. Nevertheless, it's informative to take a look back at where the leading minds in eCommerce saw things headed. Let’s take a deeper dive into what that now-four-year-old Entrepreneur article got right about the future of AR and–just as importantly–what they got wrong.

In a world that’s becoming more dependent on the Internet with each passing day, it’s no surprise that the bulk of modern shopping is happening online. The eCommerce market is flooded with options for customers to choose from, and many brands are fighting to offer their own unique, high-quality shopping experience that sets them apart. Product customization is an increasingly essential component of that experience. The opportunity for shoppers to select the finer details of a given product and personalize it to their own preferences can be what makes or breaks a purchase–and what keeps certain retailers ahead of the competition. What was once a novelty in many brick-and-mortar stores has become a standard for online shopping. There are many reasons why offering product customization in your eCommerce experience is necessary for your company to succeed in the 21st century, and the following are some of the top ones.

When it comes to eCommerce, the less left to the imagination, the better. When customers can’t see exactly what they’re buying, they’re less likely to make a purchase — and are less satisfied with purchases they make. Adding a visual product customizer to your website can reduce customer churn and increase sales.

As more and more indicators point to the end of the pandemic, many brands may be tempted to believe the eCommerce shopping experience will return to the old way of doing things. While we can’t predict the future, we can prepare for it, and a wealth of hard data suggests the new way is here to stay. As smart brands drove eCommerce innovation forward in record time during quarantine, consumers grew to expect those conveniences today and for the foreseeable future. Nearly every region, demographic, and category saw an unprecedented spike in online shopping activity, and eCommerce in general saw a dramatic rise in revenue. That trend still has momentum, and there are next to zero signs of a slowdown.

Today, it takes more than 3D visuals to stay ahead of the digital marketing curve – it takes 3D visual product configuration. This marketing tool has completely transformed the landscape of how we do business, as well as how our customers navigate their journey

As online shopping gains significant momentum, consumers expect a superior virtual experience. In the 21st century, personalization is making a huge stand. That's why allowing consumers to customize their products is the key to high conversion and retention rates. An interactive product configurator is a powerful tool that doesn't just allow customers to explore items from all angles–it helps them create a perfect product by playing around with different configuration options.

Augmented reality (AR) is the process of layering some type of organized digital information onto a real-world scene. The process augments–in other words, improves or makes more complex–our interaction with the world around us. Augmented reality has been available for several years, via smartphone apps like Niantic Inc.'s Pokémon Go and apps that let shoppers see what a certain piece of furniture will look like in their living room. Today, tech titans like Google, Apple, and Facebook have ambitious plans for launching AR-based products in the future. There is an infinite number of potential applications of augmented reality–it's not just for gaming anymore. These prominent companies know AR is required for state-of-the-art products and customer demands. Self-driving cars and smart factories have been touted as primary applications of augmented reality. But with 5G wireless service comes ease of applying AR technology to consumer-based products like smart glasses. It's time for every business to assess the ways AR can be applied to improve both in-house operations and customer experience. Below are some examples of tech industry investment in augmented reality.

The world of eCommerce is more competitive than ever before. With countless brands vying for customer attention on their laptops and mobile devices, it’s critical for every player in the digital marketing space to be on their A game at all times, in every medium. While this may sound like a monumental challenge, it’s also one of the most exciting times in marketing history. New technologies, approaches, and tools are popping up every day, promising an endless future of innovation to look forward to.