3D commerce describes the multi-directional perspective companies use to approach their commerce operations, which provides instantaneous feedback loops, and ultimately, allows them to adapt to changing customer behavior.
In-depth definition of 3D commerce / 3D ecommerce
Companies leveraging 3D commerce have a holistic view of product data within the commerce ecosystem and can manage their product information value chains (PIVCs) from multiple angles.
When PIVCs are managed using a 3D commerce approach, product data flows freely between suppliers and buyers. When product data flows freely between suppliers and buyers, companies gain access to insights on how their products are performing across channels.
By having clear pathways for data to loop back to them, such as customer feedback, AB testing, digital ad results, and more, businesses can address problems faster and identify where improvements need to be made.
How does 3D commerce compare to 2D commerce?
Before you can understand the full benefits of 3D commerce, it helps to compare it to the limitations of 2D commerce. In 2D commerce, product information only flows in one direction from suppliers to end users. This prevents companies from accessing critical information, like customer feedback or return data, in real-time. 2D commerce also limits the media channels companies can engage with their customers on.
For example, let’s say a customer wants to return a jacket they bought on Amazon. When they go to issue the return, they’re prompted to answer the reason for the return. They note that the jacket did not fit the description. If the brand selling the jacket uses a 2D commerce approach, it won’t receive that feedback data right away. But if the brand uses a 3D commerce approach, that feedback will be routed back to it instantaneouly. With 3D commerce, the brand can take immediate action to improve the jacket description on Amazon to avoid more returns down the line.
Why is 3D commerce important?
Companies that leverage a 3D commerce as part of their overarching product-to-consumer (P2C) strategy benefit in the following ways:
- Improve customer experiences through faster customer service and enriched product data
- Lower costs by speeding up internal processes and maximizing resources
- Expand reach by engaging with consumers on more channels
- Take advantage of more commerce opportunities by gaining insights to customer preferences