Exploratory Group - 3D Commerce Overview

Help Shape the Future of 3D Content for Retail Platforms

The Khronos 3D Commerce Exploratory Group is investigating the creation of standards and guidelines for the production and distribution of real-time 3D representations of products, so they can be experienced realistically and consistently across all platforms and devices

The Khronos 3D Commerce Exploratory Group is gathering industry input and is open to any company willing to participate under NDA. If there is industry support in the roadmap created by the Exploratory Group, Khronos will form a Working Group to enable any interested company to join Khronos and participate under its proven multi-company governance process.

Read the Press Release Get Involved!

Scaling Production and Distribution of 3D Product Representations

With the growth and adoption of mobile, Web and immersive platforms, 3D is poised to grow as a new shopping medium that product manufacturers, retailers, marketing and advertising platforms use to showcase virtual products for end-users to better understand a product online prior to purchasing, and to build brand loyalty after purchase.

Retailers have been experimenting with 3D product representations on the Web, and in Virtual and Augmented Reality (together termed ‘XR’) applications, to enable users to view and interact with products and explore virtual showrooms. The results have been exciting, but thus far not actionable in a scalable, repeatable way. Key players in the industry are now exploring how to scale production and achieve broad distribution for interactive 3D content to represent their products virtually. This includes streamlining processes for creating real-time 3D representations of products, so they can be experienced realistically and consistently across all platforms and devices.

This initiative would aim to create standard specifications and guidelines to help align retailers and manufacturers seeking to create virtual 3D products, technology providers building tools to produce 3D content, and technology platforms seeking to distribute and display virtual products with optimized workflows throughout the industry to minimize production and distribution costs.


Snapshot of current distribution of real-time 3D content and opportunities for standards and guidelines to enable scalable deployment of virtual 3D products

Companies Supporting This Initiative

Logo field of companies supporting 3D Commerce

Your company is welcome to join this Exploratory Group for a voice in identifying challenges and setting the direction and goals for this initiative!

Get Involved!

Khronos is driving an inclusive discussion with all interested parties to formulate a Statement of Work to lay out the roadmap to help solve the above issues and drive the use of virtual products throughout the industry. The aim is to create significant commercial opportunities for all companies involved in virtual products and their creation, distribution and display. There are no minimum time commitments to joining Khronos or participating in the Exploratory Group - you can choose how engaged your company becomes to best suit your business needs.

Industry Quotes

“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.”

Shrenik Sadalgi
Chair of the 3D Commerce Exploratory Group & Director of Next at Wayfair

“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.”

Mike Festa
CEO at 3XR, Inc

“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.”

Ross McKegney
Director, Adobe Dimension

“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.”

Henrik Edström
Sr Software Architect, Graphics Technology at Autodesk

“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.”

Juba Hadjali
3DVIA CTO at Dassault Systèmes

“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.”

Allan Cook
Managing director and digital reality business leader, Deloitte Consulting, LLP

“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.”

Sally Huang
Head of Visual Technologies at Houzz

“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.”

Martin Enthed
IKEA Communications AB

“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.”

Tony Tan
Head of AR/VR at JD.com

“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.”

David Weinstein
Director of Virtual Reality at NVIDIA

“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.”

Chuck Rosenberg
Head of Computer Vision, Pinterest

“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.”

Daniel Beauchamp
Head of Shopify Virtual and Augmented Reality

“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.”

Ben Houston
CTO of ThreeKit, Inc

“Top-Line is excited to contribute to a future where 3D is as ubiquitous as the smartphone.”

Felix Wuang
CEO, Top-Line Furniture

“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.”

Tony Parisi
Head of AR/VR Ad Innovation at Unity Technologies

“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.”

Norbert Nopper
Managing Director at UX3D

“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.”

Laura Alber
President and CEO of Williams-Sonoma, Inc

“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.”

Per Lohmann
VP Engineering at Cylindo