Shoppers love what augmented reality (AR) does for the ecommerce experience. Deloitte found that a significant 71 percent of shoppers prefer AR-powered apps for shopping online, and 40 percent say they’re willing to pay more for products they can try with AR. 

A big part of what they love about the experience? 3D. The vast majority of shoppers say they activate 3D visualizations when buying online, and 66 percent of consumers say 3D configurators increase their confidence, making them more likely to hit “add to cart.” 

With so many benefits, it’s no wonder more and more merchants are turning to 3D to bring their virtual storefronts to life. Giants like Amazon have invested big in 3D virtual try-on experiences, and are reaping huge rewards. Yet it’s important to understand that not every virtual try-on experience is 3D. Read on to gain a better understanding of how to spot the difference, which experiences will require you to scale your 3D model production, and which will not. 

Virtual try-on for eyewear and shoes

There are some shopping categories where fit isn’t a big consideration –– but eyewear isn’t one of them. Ever since brands like Warby Parker began embracing virtual try-on, the market has transformed. Other verticals, like shoewear, have seen similar benefits. 

Virtual try-on experiences like these use 3D modeling, augmented reality engines, and advanced algorithms to identify facial landmarks and ensure accurate frame positioning. For eyeglasses, users are taken through 3D scanning technology that captures their face from every angle. They can then “try-on” different frames, rendered in photorealistic detail. By replicating textures, materials and lighting effects, consumers can experience the next best thing to in-person –– a virtual preview of how frames will appear within real-world lighting.

Similarly, some virtual try-on experiences for footwear scan a user’s foot to determine the best fit. Nike’s offering, Nike Fit, has been discontinued, but the offering combined AR and AI to help users find the perfect shoe size. Shoppers can then explore a shoe from every angle, to determine whether the style is to their taste.

These are true 3D experiences because of their reliance on 3D models. But not every virtual try-on experience is 3D.

Makeup and clothing try-on –– 3D experiences, or something else? 

With the surge in popularity of virtual try-on experiences, the offering has spread throughout shopping categories. 

Google launched a new app this summer called Doppl, where consumers can try on clothing virtually by uploading a photo of themselves. This approach just pastes an image onto another image and autosizes a dress, for instance, to fit a particular body shape. 

While shoppers will no doubt be curious to try out different AR experiences if and when they’re offered, the reality is some solutions will be more accurate depictions than others. If virtual try-on experiences don’t require a 3D asset, for example, it’s a dead giveaway that elements like fit and texture won’t be rendered in photorealistic detail. 

Why? Because they aren’t true 3D experiences. 

Just look at virtual makeup try-on experiences. Most options on the market simply ask users to upload a 2D image of their face to explore different shades of lipstick or blush. Most of these offerings will simply use a filter to simulate makeup over the top of the photo. Yet, the angles of a face can transform a look. Without the ability to view a product rendered on the true landscape of a face, these experiences fall short of what many shoppers have come to expect from 3D try-on experiences. 

If your business wants to see the conversion benefits of a virtual try-on experience, you’ll need to ensure you’re using the technology to its utmost potential. Loft3Di delivers unmatched scalability for 3D modeling, rendering, and digital experiences, so you’re in good hands.

These shopping tools are the future. Brands that miss the mark on what consumers are looking for with virtual try-on won’t see the same success as those who understand the game-changing potential of 3D. Contact us today to find out how we can take your ecommerce to the next level.