Bringing Products to Life with Interactive 3D Models

One of the most exciting shifts in ecommerce is the ability to place interactive 3D models right in the browser. Instead of relying on static photos alone, shoppers can spin a product around, zoom in on details, and get a more complete sense of what they are buying.

The technology behind this has become far more accessible thanks to tools like <model-viewer>, an open source web component developed by Google. With it, brands can embed a 3D model on a page with just a few lines of code, no plug-ins or special apps required.

Here is an example of how a product might be displayed:


<script type="module" src="https://unpkg.com/@google/model-viewer/dist/model-viewer.min.js"></script>

<model-viewer 
  src="https://modelviewer.dev/shared-assets/models/Astronaut.glb" 
  alt="3D model of an astronaut" 
  auto-rotate 
  camera-controls 
  ar 
  style="width: 100%; height: 500px;">
</model-viewer>

With this, customers can rotate the product, view it from different angles, and even place it in their own space using augmented reality on supported devices.

The benefits are clear. Interactive 3D models can make shoppers feel more confident about what they are buying, reduce return rates, and differentiate a brand from competitors. Of course, building high quality models requires an investment in time and expertise, so the best approach often combines traditional product photos with interactive 3D.

As ecommerce moves forward, features like are helping online stores bridge the gap between physical and digital shopping experiences.