Client Success Story

Securing 20% Higher Conversion for an eCommerce Client with 3D Product Modeling


An eCommerce Retailer Specializing in Footwear

Our client is based in the US and provides an extensive range of shoes, including casual, formal, athletic, and specialty footwear, catering to men, women, and children. Known for their high-quality products, they partner with reputable brands and designers to offer the latest trends and styles in sporting goods.

Project Requirements

Showcasing Products in 3D on Client's eCommerce Website

The client wanted to enhance their users' shopping journeys and expedite decision-making for prospective consumers by offering a 3D view of the products. They wanted our team to-

  • Transform current 2D shoe images into high-quality 3D models
  • Allow customers to rotate, zoom, and view shoes from various angles
  • Provide an option for customers to switch between 2D and 3D views easily
  • Ensure the 3D model does not negatively impact website speed or performance on both desktop & mobile devices

Photogrammetry for Accurate and Fast 3D Modeling of Shoes

Since shoes are very complex to model, hard to texture, and time-consuming when done from scratch, we recommended using photogrammetry to convert 2D images of shoes into 3D models.

Photogrammetry is the process of 3D scanning an object using hundreds of pictures from different angles. But this technique has stringent conditions. The product must not deform, its surface should be non-reflective, and the 2D images must be well-lit with ambient lighting to prevent hard shadows from affecting the texture of the images. Additionally, all captured images must overlap at least 70% to ensure consistency and accuracy in the resultant 3D model.

However, this technique requires the physical presence of the shoes for precise scanning in a controlled lighting environment. We discussed this with the client, and they shipped a dozen shoes to us from the US. Our state-of-the-art studio, equipped with a Hollywood-grade lighting setup, enabled us to capture 200-300 high-resolution and well-lit photos of each product from different angles with 70% overlap across the images in just one hour.


Creating Highly Accurate and Detailed 3D Models from 2D Images

  • Immaculate cleaning of the shoes, as any dirt (on fabric/sole/mesh/laces) would be clearly visible in the final scanned image
  • Cleaning the shoes according to the product's care guidelines (For example- reflective shoes must be cleaned with microfiber clothes & 70% alcohol )
  • Ensuring that the product maintains its shape and structure during scanning
  • Scanning shoes with reflective surfaces (photogrammetry does not respond well to reflective surfaces)
  • Ensuring high fidelity and realism in the 3D models in post-production
  • Preparing the models for the 3D on the web pipeline
  • Managing the deployment of 3D GLB models on the web and ensuring device compatibility

Creating Web-Compatible 3D Models of Shoes


Preparation for Product Scanning & Image Capture

  • Upon arrival, the shoes were carefully cleaned as per each product's respective care guidelines
  • This was done to ensure that the scanned images would be clean and easily visible
  • We used Hollywood-grade lights and turn tables to create a soft lighting setup to ensure minimal specular & reflections
  • Using a mirrorless camera, we captured over 300 high-resolution RAW images of each shoe from multiple angles, ensuring comprehensive coverage
  • These RAW images were meticulously edited to enhance detail and achieve a flat, uniform appearance

Scanning Shoes with Non-Reflective Surfaces

  • The product must maintain its standard shape during image capture
  • To ensure that, we stuffed the shoes with shoe shapers so they would not deform during scanning
  • We used special inserts for different fabrics. For example, we used shoe tree inserts for mesh shoes, as mesh deforms easily, even with stuffing
  • This technique helped maintain the structure of the shoe as it was moved at different sides & angles during scanning

Scanning Shoes with Reflective Surfaces

  • Photogrammetry does not work with reflective items because they can cause glare and inconsistent reflections, which confuse the photogrammetry algorithms and software during the stitching process.
  • However, about a dozen shoes that were shipped had reflective parts
  • To overcome the issue, we used a 3D scanning spray to temporarily coat the reflective surfaces, making them non-reflective and suitable for 3D scanning
  • We used specialized 3D texturing software to accurately recreate missing textures and colors on the scanned models, ensuring they matched the original products
  • Texture maps like clearcoat, normal maps, and roughness maps had to be edited & created manually
  • The results were photorealistic scans of shoes that could be used for web 3D & photorealistic rendering

3D Model Creation

  • The edited images were processed through an AI and ML-powered algorithm
  • This algorithm masked the object from the background and overlapped each picture with the previous ones, constructing a highly accurate 3D model of the shoe

Texture Maps

  • The resulting model underwent a thorough cleanup to refine the mesh and simplify the structure for better performance on mobile devices.

Model Optimization and Conversion

  • The cleaned-up model was processed for the GLB/GLTF pipeline. A GLB-format 3D model runs smoothly across all web browsers and devices.
  • This GLTF model conversion pipeline involved mapping geometry nodes in Blender from traditional shader formats to web-compatible 3D nodes for GLTF/GLB.
  • All texture maps were optimized for file sizes and file formats to reduce loading times.
  • We baked in various maps, including textures, metalness, roughness, and clearcoat maps, ensuring the model's realism and compatibility with web-based 3D viewers.

Project Outcomes

The project concluded with outstanding results, delivering high-quality 3D models that transformed the client's online shopping experience.

Nearly 80% of product page visitors chose to explore the product via 3D views

35% reduction in product return rates after the implementation of 3D views

40% higher conversions gained with interactive 3D shoe models

44% repeat purchases were noted after 3D model integration into product pages

An extensive library of 3D models of shoes that can be used for photorealistic product renders using 3D software.

As a result, this asset library can be used to create images for sales & different events.

The photorealistic render process eliminates the need for product photoshoots. The products are placed in sets built in 3D software. You can see an example of this workflow in the picture below.


Grow your eCommerce Business with 3D Product Modeling Services

By leveraging advanced photogrammetry techniques and meticulous optimization, we delivered a solution that exceeded the client's expectations. You can achieve similar results for your product line with 3D product visualizations created by our team. Get in touch with us to know more.