Artificial intelligence and immersive technologies are swiftly evolving and are already used in a variety of industries, including e-commerce. From fostering sustainability to improving customer experience, these revolutionary technologies are reshaping the production, marketing and consumption of goods. Recognizing this transformation, numerous online retailers are either exploring or have already adopted AI and immersive technologies to spur business growth. Let’s delve into the profound impacts of these technologies on the e-commerce sphere.
How Immersive Technologies Benefit Online Retail
In a realm where the touch-and-feel aspect is missing, immersive technologies, particularly 3D images of products, bridge the gap between online and offline and significantly enhance the online shopping experience. By interacting with detailed and realistic 3D visualizations of products, consumers can explore every angle and feature in great detail, which makes for confident purchasing decisions. This detailed view helps in reducing the uncertainty associated with online purchases, minimizing the number of returns as customers have a more accurate understanding of the product before purchasing.
Furthermore, 3D product images have proven to boost online sales. For instance, fashion brand Claris Virot managed to increase the average time on a product page after digitizing its items in 3D with the Cappasity solution. According to Jean-Christophe Ankaoua, president of Lion-Snakes (Marque Claris Virot), the brand’s website visitors now spend an average of 19 seconds more browsing products and 26 seconds more on the most popular bags.
Why is it important for an e-commerce business to pay attention to how long a shopper spends on a product page? In 2019, Google found that people spent an average of 38 seconds on a product page. However, the chance of buying something actually goes up if a person spends about 50 seconds on a product page. Data obtained by Cappasity shows that when 3D images of products are on a page, people tend to spend between 15 seconds to 30 seconds more looking at them, depending on the product category. As a result, the average time on a product page increases by 40 percent, reaching the desired 50 seconds to 60 seconds — the golden time for getting a consumer to buy the product. In fact, adding 3D images on a page made people 29 percent more likely to buy something, helping them take the final step in the purchase process.
How AI Helps E-Commerce Businesses and Bolsters the Advantages of Immersive Technologies
AI substantially benefits e-commerce businesses by enhancing efficiency and customer satisfaction. Many brands leverage AI to predict customer preferences and create personalized marketing strategies. AI-powered chatbots can provide round-the-clock customer service, addressing inquiries and resolving issues promptly. Moreover, AI aids in safeguarding businesses against fraud through vigilant monitoring of transaction activities. All of this makes AI technology an indispensable tool in today’s e-commerce market.
Above all, AI can bolster the advantages of immersive tech solutions, helping brands to not only improve customer experiences but also enhance their products. Some solutions for 3D content production come with AI-based analytics, helping brands to measure consumers’ engagement in the immersive content (e.g., rotating the item, zooming in, etc.). For instance, Cappasity’s clients can use its AI-based analytics to study customer interactions with 3D content and conduct A/B testing. This means of visual testing is indispensable when it comes to designing product packaging.
To sum up, AI and immersive technologies, like 3D imagery, are working hand-in-hand to revolutionize e-commerce. The use of detailed 3D product visuals enriches the online shopping experience by allowing consumers to explore products more fully, fostering increased confidence and encouraging more sales through greater engagement on product pages. Furthermore, AI helps to personalize marketing strategies, enhancing both security and the overall shopping experience. Customers are also promised a future e-commerce landscape that's more interactive and satisfying.
Kosta Popov is the CEO and founder of Cappasity, the company providing an easy and scalable platform for creation, embedding and analysis of 3D and AR/VR content.
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Kosta Popov, CEO and founder of Cappasity — the company providing an easy and scalable platform for creation, embedding and analysis of 3D and AR content — has 20+ years of experience and a successful track record as a software company CEO. Under Kosta’s lead, Cappasity has so far successfully raised $8,45M. Kosta is an expert in 3D technologies, SaaS solutions and mobile applications and was named one of the top innovators by Intel Software.