The NEW Buyer Journey: Digital and On-Demand
The days of quick, impulse-driven furniture purchases are long gone. Today’s consumer expects instant clarity, confidence, and even control from the products and companies they choose to invest their hard-earned money with. If your website doesn’t deliver—especially on the product page—the sale stalls.
It’s no longer enough to have a clean and easy-to-navigate website. Buyers want the brick-and-mortar experience without showroom dependency. That means bringing the showroom to the shopper—digitally, visually, and on their terms. In a 2018 study, 83% of shoppers said product imagery was an extremely influential factor in their online purchase decisions (eMarketer). With new technology expanding the already vast world of eCommerce tools and countless agencies offering their take on solutions, what are the next best steps to bridging the gap between these statistics and shortening the digital sales cycle?
That’s why retailers ask themselves, How do we turn browsers into buyers faster using eCommerce tools?
What’s Standing In The Way?
To answer that, it is imperative to understand what’s not working in the eCommerce buyer’s journey for home furnishings. Picture the average buyer’s journey for a new living room armchair.
Firstly, the modern consumer wants to “try before they buy”—to visualize the chair in their space, explore fabrics, and compare leg finishes. When a consumer does not have access to this kind of visualization, it can be confusing and frustrating, removing their confidence and encouraging them to browse elsewhere.
Second, they expect a premium, personalized experience. Seeing a swatch isn’t enough—they want to imagine how the fabric feels. The sale is at risk if they have to visit a store to get their questions answered. Nearly 50% of shoppers say they’ve abandoned a purchase because product details were unclear or insufficient (Baymard Institute).
Third, competitors are a step ahead. The best brands already deliver immersive, digital buying experiences, so doing nothing is not working.
The solution? A 3D product configurator designed specifically for the home furnishings and décor industry.
What are 3D Visual Product Configurators—and Why Does It Matter
A 3D visual product configurator, also known as a product configurator visual configurator or, more casually, a build-your-own feature, is an interactive tool that allows shoppers to customize a product’s features in real-time and directly on the seller’s website. Brands within home furnishings (Palliser, Uttermost) and outside the market (Nike, Zara) are updating their eCommerce approach by implementing product configurators.
While plenty of agencies offer 3D visual product configuration for product pages, the functionality and features within the tool sets it apart. Features with 3D visual product configurators can include,
- drag-and-drop options
- real-time pricing updates
- animations like reclining
- flexible camera angles
- split screen features
- hyperrealistic upholstery and wood visualization
Features like these and more create a dynamic, immersive shopping experience, especially when combined.
This is especially powerful for custom furniture and décor, where hundreds of combinations are possible—from fabric and finish options on a kitchen chair to arm style, back type, or tech add-ons on a living room sofa.
What makes configurators even more compelling is how they integrate with other digital tools—like view-in-room with AR technology experiences—creating a cohesive ecosystem where imagination meets reality. This level of transparency gives today’s consumers what they crave: clarity, confidence, and control.
And it matters: over 60% of consumers say they’re more likely to buy from a brand that offers 3D or augmented reality experiences (Global Newswire).
Three Ways 3D Visual Product Configurators Speed Up Purchase Decisions
It’s almost impossible for retailers to believe one eCommerce tool can do so much for their bottom line, but the proof is in the sales. A survey by Aberdeen Group noted a 105% increase in sales among companies that implemented product configurators (Forbes).
1. They Eliminate Doubt and The Desire to Shop Around
When shoppers can clearly see finishes, materials, and dimensions, it builds trust and reduces the need to second-guess, shop around, or visit any showroom. Furniture product configurators with hyperrealistic visuals are especially powerful. When combined with view-in-room technology, they allow consumers to shop with full confidence in their choices.
2. They Empower Self-Service for Faster Action
Today’s shoppers want control. A configurator gives them just that, letting them explore styles, compare features, and make decisions at their own pace. There is no need to visit a store, wait for a reply from customer service, or dig through a catalog for options. Consumers move from curiosity to commitment more quickly when answers are built into the experience, such as live pricing, variant previews, or compatible add-ons.
3. Pre-Qualify Serious Buyers
While engagement with a configurator can be a case of casual browsing—it’s more likely a signal of serious interest. Customers who spend time customizing a product are further along the buying journey and more likely to convert. This helps pre-qualify in-store visits. If a shopper walks into a showroom after engaging with a furniture product configurator online, they’ve already narrowed their preferences and eliminated most questions.
It’s Time to Help Customers Buy Faster
A well-executed 3D visual product configurator isn’t just nice to have—it’s a strategic tool for delivering clarity, building confidence, and accelerating the path to purchase. However, not all configurators are created equal. The most effective solutions go beyond visualization alone—offering rich feature sets, seamless integration with tools like AR, and the flexibility to scale with your product line. Dynamic scaling, dynamic draping, and real-time pricing updates are some features to look out for, as is the ability to work with other tools like view-in-room features.
If you’re wondering how to bring this to life on your site, now’s a good time to explore. Look for a digital partner who understands the demands of the home furnishings industry and can deliver hyperrealistic visualization and 3D visual product configurators that turn customization into conversion.
