If you’ve spent any time shopping online recently, you’ll have noticed something changing. Product pages are no longer just a handful of photos and a spec list. More brands are starting to use interactive 3D models, and once you’ve experienced one, it’s hard to go back.
Instead of guessing what something looks like from a few angles, customers can now rotate products freely, zoom in on details, and really get a feel for what they’re buying. It’s closer to handling a product in real life — and that matters more than ever when people can’t walk into a store.
What makes interactive 3D models different
Traditional product photography still has its place, but it’s limited. You’re showing a fixed moment, chosen by the photographer. Interactive 3D models hand control over to the user.
They can:
- Spin the product in real time
- Zoom in on materials and finishes
- Explore details that might never appear in a standard image set
That sense of control builds confidence. When people understand a product better, they’re more comfortable committing to it.
Why brands are investing in 3D now
This shift isn’t happening by accident. Brands are under pressure to make online experiences work harder, especially in competitive eCommerce spaces.
Interactive 3D models help by:
- Keeping people on product pages longer
- Reducing uncertainty before purchase
- Cutting down on returns caused by unmet expectations
- Supporting configurable or custom products without endless photoshoots
It’s not about being flashy. It’s about removing friction. If customers can answer their own questions by exploring a product properly, they’re more likely to buy.
Keep scrolling 👇 to see an example parallax 3D model.
Courts is a creative studio specialising in high-end product visualisation and interactive 3D experiences. For over three decades, the team has worked with brands to help products communicate clearly, whether that’s through still imagery, animation, or fully interactive 3D models.
From early concept visuals to polished assets built for eCommerce, campaigns and configurators, Courts focuses on making complex products easy to understand and engaging to explore.
If you’re considering interactive 3D models for your products, you can see more of our work and approach here
