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Online product visual vs reality: e-commerce challenge

Product returns are the biggest and most frequently faced obstacle by most e-сommerce businesses. According to research, 30% of all products ordered online are returned as compared to about 9% in brick-and-mortar stores. To deal with this issue, e-commerce players must identify the reasons for frequent returns and optimize customer experience. In this post, we’ll explore how product visualization affects return rates and how e-commerce businesses can minimize product returns.

Why online shoppers return products

Recent research revealed that 22% of returns happen because a product looks different than it did on the website. According to another survey, a whopping 33% of consumers return items purchased online because the received product didn’t match the pictures provided. Meanwhile, retailers claim that online returns cost them an average 21% of order value, with several brands reporting ratios considerably higher. The discrepancy between an online picture and what is delivered to consumers is one of the main challenges for e-commerce businesses.

How to make product visuals more informative

According to Nosto’s survey, the majority of consumers believe that e-commerce stores can reduce returns by ensuring online information about the product is clear, accurate, and detailed. One of the most effective ways to provide consumers with detailed high-quality product visuals is embedding immersive content into online catalogs. Immersive content, like fully interactive 3D product images, has the power to enhance customer experience, make online shopping interactive, reduce returns, and increase sales by more than 30%.

Cappasity provides the first SaaS solution for the fast production and easy embedding of 3D/AR content into websites, mobile apps, classifieds, and marketplaces. It’s a scalable turnkey solution that allows you to create a 3D visualization of one SKU within as little as 3 minutes. Cappasity 3D Views (data format developed and patented by Cappasity) are fully interactive and provide online shoppers with the opportunity to zoom in and change the angle of perception, so they can better envision how the products actually look and purchase with confidence.

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The key metrics obtained after performing Cappasity customer development prove this point: the client experience becomes 33% more efficient, perception of the product improves by 23%, and customers become 29% more deliberate about making a purchase.

How online stores can improve product perception and enhance CX with interactive 3D Views of products

A great example of how a brand can improve product perception is Samsonite’s online store. The American luggage retailer has digitized its items in 3D with the Cappasity solution and embedded the resulting 3D Views into their online catalog. Now the brand’s customers can examine Samsonite’s items in detail and ensure that they fit their needs before purchasing. Additionally, the brand noticed an increase in customer engagement, which has a direct impact on purchase decision.

Jay Nigrelly, VP of e-commerce at Samsonite, commented on the partnership: “It’s important for our customers to have the opportunity to examine our goods in detail, and 3D visualizations allow us to bridge the gap between online shopping and brick-and-mortar stores. We chose Cappasity because their solution allows us to share comprehensive product information with our customers. 82% of visitors who select a product 3D View actively interact with it”.

Claris Virot, a leather goods brand, has also digitized its products in 3D to deliver the best possible online shopping experience to its consumers. The brand focuses on designing bags, purses, belts, and footwear, most of which are made of python, lizard, and croco leather. It’s essential that the brand gives online shoppers the chance to study their unique products in detail. Thanks to Cappasity 3D Views, Claris Virot’s customers can now rotate the items and zoom in to examine fabrics, textures, colors, zips, pockets, and straps. This enables them to explore a product as they would in real life, truly seeing the quality and small details.

“Our customers are a priority for us and we want to deliver the best possible browsing experience to them. Cappasity’s cutting-edge technology makes online shopping easier and more natural for them, allowing them to study materials, textures, and colors in every detail. This helps us to differentiate in the market and showcase our unique products as never before,” commented Jean-Christophe Ankaoua, President of Lion-Snakes (Marque Claris Virot).

Watch this video to see how other brands use Cappasity to improve product visualization in their online stores:

To implement immersive technology, feel free to contact our team at

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Bring an in-store browsing experience to online retail with Cappasity, the first complete 3D product imaging solution for your website, mobile app, VR and AR applications.

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