Overstock.com Enhances Its Augmented Reality, 3D Capabilities

Content Manager

Overstock.com has enhanced its augmented reality (AR) 3D experience, expanding it from its mobile app to the mobile website. The AR functionality is also available on desktop.

“Mobile consumers make up more than 50% of our customers, and industry wide we see more and more consumers shopping on their mobile devices,” said Sumit Goyal, chief digital officer for Overstock.com. “AR is tapping into these high-use devices and giving our customers a heightened experience.”

Goyal said the AR features give shoppers a much greater ability to check out products prior to purchase, boosting their confidence level. Overall, the company has seen great results from AR and 3D models in its app.

“Understanding how these items look and feel inside your own home, beside your existing furniture and décor, can be a challenge,” said Goyal. “With 3D models and AR, you can see how this couch will look next to your other furniture or with that color paint.  It truly creates a confident customer experience.”

Overstock has been investing in AR and 3D experiences for the past three years, using technology from SeekXR, a firm that specializes in web-based AR capabilities. Other AR-based technology partners include Google and Apple.

“In the case of AR and 3D models, we are using technology to solve a problem,” Goyal said. “If you are shopping for a Sharpie online you don’t need AR.”

But with an item like a couch, Goyal said, a customer needs to understand the fabric and dimensions, and how it will look in their own space, giving her confidence in her selection and reducing the incidence of returns.

Either through the mobile app or desktop, shoppers can use the AR feature to view 3D renderings of thousands of products in furniture, home goods and décor, seeing them positioned in their living space. Overstock launched the AR feature in its mobile app for iOS in 2017, extending it to Android in 2018.

Goyal said while it’s still too soon to share results, he added Overstock.com has seen a significant lift in mobile conversions with those using the AR feature, and a decrease in returns. “To us, this translates that the experience is being well received,” he said.

Goyal said Overstock is just scratching the surface with AR and 3D. It’s also looking to optimize its software to process and convert images and assets in 3D at a faster rate. Other plans include optimizing the technology to ensure customers are accessing, engaging and feel at ease with the feature. More 3D/AR products are in the works for both mobile and desktop.