Need to Know
- Shopify is moving its video and 3D model options for merchants from third-party integrations and custom coding to natively hosted.
- This will allow merchants to never leave the Shopify platform when uploading media for products.
- Shopify said 3D models in augmented reality have increased conversion rates by up to 250% on product pages.
- Other retailers and platforms are also introducing 3D models and videos, including eBay, Amazon, Ikea, and Wayfair.
- Shopify’s stock is up 900% over the last 3 years.
Shopify is adding native 3D, AR, and video capabilities for its merchants after having third-party app support for these products since 2018.
AR and 3D capabilities allow customers to “test out” products in real-time, whether that’s to see how big a stroller is in your home, how luxurious a purse is, or just get a sense of the product in real-time.
Shopify merchants will now be able to upload 3D models, explainer videos, teasers, testimonials, and other video content directly, without using a code overlay with Vimeo. 3D models offer more flexible customization and lower costs compared to traditional photography, and can be used to create: photorealistic images, color variations, lifestyle shots, AR experiences, VR experiences, animations, and more.
The photos for 3D animations can be captured using a high-quality smartphone. Not only that, but they increase conversion rates. Shopify says that 3D models have increased conversion rates by as much as 250% on certain product pages.
Bumbleride, a stroller company and Shopify merchant, saw a conversion rate increase of 33% for their strollers and an increased time spent on pages of up to 21%.
Rebecca Minkoff, a luxury retailer, saw that visitors who had interacted with one of the 3D models were 44% more likely to add a product to their cart and 27% more likely to place an order. Then, when they viewed the product in augmented reality? They were 65% more likely to make a purchase.
Shoppers want to “understand the texture and structure of every bag, and envision how they’d feel wearing each piece in a collection,” Rebecca Minkoff CEO Uri Minkoff said regarding the technology.
Shopify has also been amping up its merchant services, including launching point-of-sale tools for physical stores (in competition with Square), and introducing a chatbot which allows businesses to have real-time conversations with customers.
Shopify is not the only platform to offer these services for its merchants: Amazon, eBay, Wayfair, and IKEA are all clamouring to allow customers to test products out before purchasing with technology.