3D content is poised to become pervasive in retail. Virtual representations of products will be everywhere, including in ads, search results and the web using mobile, the Web, and Augmented Reality (AR) and Virtual Reality (VR) devices. Although 3D promises to be a powerful merchandising tool, the challenge today is that not all 3D content can be experienced consistently across platforms and devices, making both the production and consumption of 3D virtual products siloed, expensive and, ultimately, tough to scale.
Launched as a Khronos Exploratory Group in April 2019, 3D Commerce is now a Working Group under Khronos governance, created to align the industry for streamlined 3D content creation, management and display in online retail. The Exploratory Group included more than 70 industry leading companies—including retailers, technology vendors and manufacturers—working together to build industry consensus on what standardization activities are most urgently required for ubiquitous 3D Commerce.
The 3D Commerce Working Group will create specifications and guidelines to align the 3D asset workflow for online retail from product design and manufacturing, through each stage of retail to end-user delivery, so that 3D representations of products can be experienced realistically and consistently across all devices.
The 3D Commerce Working Group will also leverage and help guide the evolution of other Khronos open standards, including:
The 3D Commerce Working Group is bringing together companies involved with all facets of the industry—from production to distribution to consumption of 3D content—to create the necessary open standards and guidelines to streamline content creation, create alignment between retailers and content creators, and make experiencing 3D virtual products compelling and consistent no matter where and how they are viewed.
Any company is welcome to join the Khronos Group for access to all Khronos initiatives and working groups under the Khronos proven processes and IP Framework. Contact us at firstname.lastname@example.org if you have questions about getting involved.
We have also set up the 3D Commerce Advisory Forum for companies that want to be kept in the loop but cannot join Khronos as a member at this time. The Advisory Forum is set up for participants to provide occasional feedback and input to the Working Group and is free to join with the submittal of the NDA form.
“Together, XR and 3D applications are positioned to completely change the entire experience of shopping by enabling consumers to view and interact with virtual products in real spaces or virtual showrooms... In order to realize this future of an XR and 3D-rich retail landscape, the industry will have to discern how to best scale production and achieve broad distribution of these virtual applications--and this is no small undertaking.”
AWE 2020 | 3D Commerce Panel (Video)
In this session, panelists, including Khronos Group 3D Commerce Working Group members, come together to discuss some of the current challenges of bringing XR & 3D applications to retail & explain what efforts are being made so far to overcome them.
“This idea of standardization is going to become even more important as 3D takes hold in retail. We are currently working with companies like Target, Google, and Adobe as part of the Khronos 3D Commerce Initiative to solve this, so companies can ‘make it once’ and use it again and again.”
“Bringing this kind of radical change across the retail industry will require collaboration between many different retail and technology companies. The most promising effort so far has been by global open consortium The Khronos Group, which is aiming to establish the first equivalent of the JPEG for 3D.”
Furniture Today | Technology: The importance of 3D standardization
“‘This group is unique in the fact that it brings together the technology companies as well as some manufacturers and retailers, which hasn’t really happened before in such a concerted way,’ said Neil Trevett, Khronos Group president.”
Furniture Today | Blog: Tech talk: 3D assets and the pace of change
“The Khronos Group, an industry consortium focused on deploying and developing royalty-free open standards for 3D graphics, AR and VR, set up an exploratory working group this past April to create standards and guidelines for the production and distribution of real-time 3D representations of products. Its goal is for 3D assets to be experienced realistically and consistently across all platforms and devices. Members of the group say they expect to have standardized formats and guidelines for how to correctly use 3D ready by May 2020.”
“Building visualization techniques driven by 3D is increasingly a vital element of creating the best possible experience for shoppers, as it provides an invaluable way to explore beautiful imagery with context and authenticity. As we continue to transform the way people shop for their homes, we believe that 3D will be ubiquitous in the coming years and that it is imperative to standardize 3D content so it can be exchanged effectively and experienced consistently.”
“The expanding ability for consumers to visualize products in their home, true to their actual size, is improving trust and confidence in online shopping. High-quality 3D content is the foundation of great XR experiences, and it is vital that industry leaders collaborate on standardization to maximize accessibility. We are thrilled to be taking on this challenge as a part of the 3D Commerce Exploratory Committee and encourage you to join us.”
“We’re at an inflection point, where 3D visualization technologies initially developed for gaming and visual effects are beginning to transform the retail experience. At Adobe, we’re committed to empowering designers with the tools and platforms to deliver the immersive content that consumers increasingly demand. This is an industry-wide transition, and we are delighted to be working with the 3D Commerce Group and Khronos Group to jointly define the standards required to make immersive content ubiquitous.”
“Data standardization, interoperability, and consistency is getting increasingly more important. We are excited to be part of this effort to streamline the content creation and distribution pipelines, and to make the experiences of real-time and photorealistic 3D content more consistent across vendors and platforms.”
“3D content and Augmented Reality are set to revolutionize the way people shop and experience products both online and in-store. CGTrader is pleased to contribute more than 10 years of 3D design expertise to Khronos Group and help drive the development and adoption of the latest CG technologies for Retail CX.”
“We at Cylindo are committed to making product visualization easy and we truly believe that the standardization of 3D for Commerce is a stepping stone for 3D’s emergence as an omnichannel visualization technology at scale. Cylindo is very pleased to participate in the standardization effort along with the Khronos Group and other industry leaders in order to achieve a common standard for 3D in Commerce to the mutual benefit of brands, retailers and technology providers alike.”
“E-Commerce is a very exciting area of application for our 3D technology. Khronos’ powerful glTF format is one of the key ingredients for highly efficient and appealing 3D online presentations. We are quite happy to be part of this exciting mission.”
“Dassault Systèmes, with its HomeByMe online 3D experience and numerous other solutions, is committed to helping brand retailers reach consumers. 3D is the next mass market media and we are happy to contribute to the standardization effort.”
“The massive shift to 3D technology will completely transform the retail industry and redefine how people shop. We’re committed to collaborating on this initiative to develop standards that will help companies drive business in a faster, more impactful way.”
“The introduction of WebGL by Khronos Group in 2011 made it possible to natively offer high performance 3D in web browsers. Since then, Emersya has been developing its vision to offer 3D as a universal medium to fully experience products online. We are excited to participate in this new Khronos initiative to help generalize and standardize immersive shopping experiences across the global retail industry.”
“3D enables a completely new way to shop for your home, and we have been focused on applying these technologies for some time with over one million products shoppable in AR. We are excited to work with the group to spearhead 3D content standardization across AR/VR and other immersive experiences.”
“IKEA has been working on large scale photoreal 3D for over 10 years and has been promoting open standards and collaboration all along. We are excited to contribute to this group to make the use of 3D easier and faster to meet the demands of our customers.”
“InContext Solutions is committed to working with technology leaders across the globe to continue perpetuating a world where 3D is front and center. We firmly believe it will form the foundation for the next wave of immersive consumer and brand experiences, and look forward to participating at every level.”
“As China’s largest retailer, JD.com is committed to incorporating innovative technologies such as 3D and AR/VR in real-world application scenarios. We have already seen the tremendous benefit that these technologies can have on improving consumer engagement and building customer loyalty. We look forward to contributing to this important initiative as we strive to transform the shopping experience for customers across the industry.”
“Khronos 3D Commerce is bringing the industry together to make 3D commerce seamless for retailers and consumers. It dovetails with Marxent's mission to create a virtual product catalog that is performant, user centric, reusable, and consistent.”
“Industry cooperation throughout the creation and deployment pipeline for digital product models will help scale the market for 3D capable tools, cloud processing and client platforms – including AR and VR devices. NVIDIA enthusiastically supports the 3D Commerce initiative at Khronos and will work to help maximize the project’s benefit to the industry.”
“At Pinterest, we're excited by the possibilities 3D technologies can bring to people looking for inspiration for their everyday lives. As we build a visual discovery engine, we believe standards will help bring that 3D-powered inspiration to the widest possible audience.”
“At Simply Augmented, we are excited to be working with the Khronos 3D Commerce Group and collaborating with other industry leaders to develop standards that make it easier for brands to scale their creation and distribution of 3d content. A huge transformation is underway in 3D Commerce that will fundamentally change the way the public interacts with virtual products and we are committed to helping simplify the process by making 3D accessible to everyone.”
“Shopify is deeply committed to making AR experiences readily available to everyday shoppers. We’re excited to propel the accessibility of 3D models, for both big and small businesses, to lower the barrier for entrepreneurs to be able to sell using Augmented Reality, Virtual Reality, and 3D experiences.”
“This Khronos Group initiative will be fruitful for both technology providers, like ThreeKit, and brands and retailers all over the world. We are optimistic that a unified standard will help focus innovation efforts on broadening the scope of features and functionality of such standards and eliminate the need to support non-standard formats. Brands and retailers will be able to rely on a consistent asset experience to support their omnichannel strategy.”
“Top-Line is excited to contribute to a future where 3D is as ubiquitous as the smartphone.”
“The future of retail and brand advertising is immersive>. This effort promises to create a global infrastructure for consumers to discover and explore products by interacting with them virtually before purchasing, via real-time 3D graphics and virtual and augmented reality. Unity is excited to be part of this initiative to build the future of commerce in 3D.”
“We feel honored to support this initiative to work toward standards that will enable 3D assets to be consistently photo-realistically rendered in real-time on any device.”
“3D modeling at scale is the very first step of the journey towards the immersive world. It has to start now and done right while more use cases across retail and other industry verticals get surfaced. The opportunity universe is limitless, but a very thoughtful use case is essential to test, learn, and advance incrementally. VisionX is proud to be part of the 3D evolution with Khronos and working closely with global brands to strategize and offer AR/VR products across digital and physical retail (commerce, sales, and marketing).”
“At Williams-Sonoma, Inc., we firmly believe that technology and innovation drive business. Through our acquisition of Outward Inc., we have been at the forefront of creating next-generation shopping experiences for our customers online and in-store. And we are thrilled to be working among this group of innovators in spearheading the transformative shift to 3D visualization in retail.”