Visual Commerce is Changing In-Store Shopping. What C-Suite Executives Should Know

Retail is evolving as both online and brick-and-mortar stores adopt advanced technologies to create more interactive and immersive shopping experiences. Among the most exciting advancements are life-size 3D holograms and virtual experiences, which allow consumers to interact with products in ways previously unimaginable. Consumers no longer settle for traditional online shopping experiences. They demand personalization, engagement, and innovative ways to buy products. This shift is especially significant for brands, as more consumers than ever prefer online platforms to source gifts. Unique offerings through visual commerce — fueled by real-time customization, holograms, 3D, augmented reality (AR), and virtual try-ons — is at the forefront of this revolution.

A Changing Shopping Paradigm

Holiday shopping, once centered around in-store visits, is now increasingly digital. Yet traditional e-commerce websites often fail to deliver the engaging experiences consumers crave. Modern holiday shoppers seek more than convenience; they want interaction and immersion.

Personalization stands as a cornerstone of this evolution. Whether it's customizing a gift with a personal message or tailoring a design to individual preferences, shoppers are drawn to brands that create meaningful connections through their products.

Immersive technologies such as 3D, AR, and virtual try-ons are also redefining how consumers evaluate potential purchases. From testing how a piece of furniture fits into their living room to virtually wearing a designer bag, these tools bridge the gap between digital and in-store experiences.

Related story: How AR and 3D Modeling Are Reshaping Supply Chain Dynamics

Why Personalization Matters More Than We May Realize

Personalization isn't a luxury; its a necessity for brands hoping to stand out in the competitive retail landscape. Today’s consumers expect shopping experiences tailored to their individual preferences, whether through custom designs, curated recommendations, and interactive tools. The faster brands learn about a consumer’s preferences the better.

Data from Epsilon referenced by McKinsey shows that 80 percent of shoppers are more likely to make a purchase when a retailer provides a personalized experience. This shift reflects a broader trend: shopping is no longer purely transactional — it's becoming experiential. To increase engagement, customized products forge an emotional connection with shoppers, making gifts more special and memorable. By allowing customers to personalize items, brands can turn a simple product into something deeply meaningful. We're also seeing that personalization encourages decision-making. Shoppers who spend time customizing an item are more likely to follow through with their purchase, reducing abandoned carts, a persistent issue during peak shopping periods.

Unique visual platforms help businesses to integrate real-time product customization seamlessly. Features such as color variations, intricate text, and custom image additions make personalization accessible to brands of all sizes, enhancing both satisfaction and sales.

3D and Immersive Technologies: Closing the Gap Between Online and In-Person

Despite the rising popularity of online shopping, many consumers still hesitate to make significant purchases due to uncertainty about how products will look or fit in real life. Enter 3D visualization, AR, and virtual try-on technologies. These tools revolutionize the decision-making process by bringing products to life.

3D technology allows shoppers to interact with products dynamically, viewing them from every angle, zooming in on details, and exploring designs as though they were physically present. This level of engagement is especially valuable for high-value items like jewelry, furniture or electronics, where precision and detail play a pivotal role in purchase decisions.

AR takes this a step further by enabling consumers to visualize products within their own environments. Shoppers can assess how a pair of shoes complements an outfit or how a new sofa fits into their living room — all without leaving home. This immersive experience helps bridge the gap between physical and digital retail.

Virtual try-ons offer a personal dimension by letting consumers "wear" products like glasses, clothing or accessories virtually. By eliminating the guesswork involved in sizing or style, virtual try-ons foster confidence and reduce the likelihood of returns. These technologies do more than elevate the shopping experience; they directly address critical e-commerce challenges. Cart abandonment and low conversion rates, common during peak seasons, can be mitigated by providing a "real life" shopping experience online.

Looking Ahead: The Essential Role of Visual Commerce in Retail

The future of shopping is evolving, with consumers increasingly expecting innovative and seamless experiences. As the lines between online and in-store shopping continue to blur, businesses that embrace visual commerce will be better positioned to meet these demands. Tools like personalization, 3D modeling, and immersive AR experiences are quickly becoming essential for staying competitive in today's retail landscape.

Adopting visual commerce now offers brands the opportunity to captivate shoppers and establish a lasting edge in an ever-changing digital marketplace.

2025 presents a timely opportunity to explore the potential of visual commerce, ensuring your business is ready for the future of retail: interactive, immersive, and consumer-focused. By integrating personalization, real-time customization, and 3D visualization, retailers are not only meeting today’s shopper expectations but also shaping the future of experiential shopping.

Angelo Coletta is the CEO of Zakeke, a platform revolutionizing e-commerce through visual technologies.