The Influence of Digital Twins on E-Commerce Performance
30.6.2025

In the fast-paced digital environment where user attention spans are measured in seconds, delivering an exceptional product presentation is a critical success factor for online sales. Digital twins — interactive 3D product replicas — provide a visually rich and information-efficient experience that goes beyond traditional photos and videos.

Research shows that website characteristics have a direct impact on user behavior, perceived product value, and purchase intentions (Wells et al., 2011). In this context, digital twins play a crucial role by simultaneously enhancing the user experience, increasing trust, and improving the perceived quality of the product.

Why Optimizing Website Presentation Alone Is No Longer Enough

Every modern online store strives to optimize its presence through three main channels:

  • SEO optimizationto create a positive first impression,

  • Visual optimizationto create a positive first impression,

  • Usability optimizationto keep visitors engaged longer and encourage purchase decisions.

Digital twins significantly contribute to the latter two. As emphasized by Algharabat and Abu ELSamen (2013), the quality of product visual presentation directly influences perceived product value and purchase decisions — especially in online environments where physical contact with the product is not possible.

3D Product Visualization Increases Engagement and Purchase Likelihood

3D models allow users to view products from every angle, zoom in, rotate, and closely examine details. This interaction creates a greater sense of control and informed decision-making, which has been proven to enhance user engagement and readiness to purchase. Additionally, 3D visualization boosts brand trust by signaling technical sophistication and professionalism (Zamil & Algharabat, 2013).

Research by Hewawalpita and Perera (2017) demonstrated that users who interacted with products in an interactive 3D format made purchase decisions faster and with greater confidence compared to those viewing the same products in two dimensions. The 3D display increases the feeling of product “presence,” reducing uncertainty and enabling decisions that closely mimic the real-life shopping experience in a physical store.

The Link Between Brand Perception and Presentation Format

High-quality 3D product visualization influences not only the product itself but also the overall perception of the brand. As confirmed by Filipovic’s research (2015), a strong visual presence — including advanced 3D techniques — enhances brand recognition and positively impacts customers’ purchase intentions.

Brands that adopt innovative presentation formats stand out from the competition and position themselves as modern and trustworthy. Similar findings are reported by Algharabat and Abu ELSamen (2013), who link 3D presentations to higher perceived product quality and increased customer loyalty.

Technological Simplicity — High Added Value

The good news for businesses is that integrating digital twins is no longer complex or costly. Advanced solutions now enable 3D content to be displayed directly in web browsers — without the need for additional plugins or applications. Online stores built on platforms such as Shopify or WooCommerce already support the seamless integration of 3D models on product pages.

Moreover, modern platforms ensure these models are mobile-friendly, optimized for fast loading, and adaptable to different screen resolutions — guaranteeing a flawless visual experience for users across all devices (Zamil & Algharabat, 2013).

Digital Twins as a Competitive Advantage

While SEO remains essential for driving website traffic, converting visitors into customers depends primarily on the user experience. Digital twins contribute to visual excellence, interactivity, and perceived value — all proven decisive factors in online shopping.

Contemporary studies consistently confirm that 3D product visualization impacts:

This demonstrates that implementing digital twins is no longer merely an aesthetic choice but a strategic business decision.

Interested in learning how 3D digital twins can enhance your online product presentation?

Contact us for personalized consultation — we will gladly demonstrate the possibilities and develop a tailored strategy to elevate your online presence.

References:

  • Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly, 35(2), 373–396. 

  • Filipovic, J. (2015). Brand awareness and buying intention in the online environment. Marketing, 46(4), 277–284. 

  • Algharabat, R. S., & Abu ELSamen, A. (2013). Modelling the impact of 3D product presentation on online behaviour. International Journal of Electronic Marketing and Retailing, 5(3), 242–264. 

  • Ozok, A. A., & Komlodi, A. (2007). Do looks really matter? The effect of 3-dimensional product representations on the customers’ buying decision in electronic commerce. Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 51(17), 1050–1052. 

  • Hewawalpita, S., & Perera, I. (2017). Effect of 3D product presentation on consumer preference in e-commerce. In MERCon 2017 (pp. 164–169). IEEE. 

  • Zamil, A. M. A., & Algharabat, R. S. (2013). An empirical investigation of 3D-based information systems success for online retailers. International Journal of Technology Marketing, 8(3), 316–336. 

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