In the history of retail, the product catalog has served one primary purpose: to document inventory. Whether in print form or as digital assets, catalogs have functioned as static reference points, necessary but fundamentally limited in their ability to really articulate products in ways that are engaging and immersive for consumers. The emergence of digital twin technology is however changing the model, with an ability to transform the humble catalog from a reference document into a powerful growth engine.
Beyond Flat Commerce
For decades, e-commerce has relied on conventional product photography, flat, static images that attempt to represent three-dimensional products.
The limitations of traditional product imagery are particularly evident in categories like furniture, footwear, jewelry, and consumer electronics, where delivering an accurate idea of scale, versatility, and functionality is critical in making or breaking a sale. A single product might need to be photographed dozens of times to capture different angles, configurations, and contextual settings, an expensive and time-consuming process that still fails to deliver the kind of rich experience consumers are increasingly expecting.
Leading retailers have recognized this challenge and are pioneering a fundamental shift in visual commerce. Companies like Staples, Lowe’s, and Wayfair are moving beyond traditional photography to visualize their products in 3D, using AI powered digital twins (or digital versions of physical products), with transformative results both in costs and the types of customer experiences they’re able to deliver.
The Digital Twin Revolution
A single 3D digital twin can deliver unlimited configurations, angles, and contexts for products without the need for repeated photo shoots. More importantly, these assets can be easily adapted to create personalized customer experiences that drive higher conversion and reduce return rates.
The benefits also aren’t limited to just better visuals: digital twins eliminate the need for physical prototypes and photography studios, meaning that new products can reach the market in hours not weeks, with updates implemented instantly across all digital channels when specifications change or new variants are introduced. Personalization at scale becomes possible as customers can visualize products in their actual living spaces through augmented reality, customize features in real time, and view items in contexts relevant to their specific needs, all either impossible or impossibly expensive propositions with traditional photography.
The environmental impact of traditional product photography, with its shipping requirements, studio resources, and product waste, is substantial. Digital twins minimize these impacts while providing better visual assets that maintain perfect uniformity across all sales channels, from e-commerce platforms to social media, mobile apps, and in-store digital displays.
Futuristic Visual Commerce
As we look ahead, the role of digital twins in retail will inevitably expand further. Emerging technologies like generative AI are already enhancing the capabilities of digital twins, enabling even more personalized and contextual product presentations. Meanwhile, the metaverse and other immersive platforms have the potential to open new frontiers for experiential commerce built on digital twin foundations.
For retailers, the implications are clear: digital twins aren’t just a better way to showcase products—they’re the infrastructure for rounder, fuller retail experiences. Those who embrace this shift now could see significant advantages in operational efficiency, customer engagement, and market adaptability.
This visual dynamism spells the end of what we might call ‘flat retail’: and this phase isn’t just the advent of more visually appealing product images, it’s about unlocking entirely new kinds of customer experience. As our ability to create and deploy digital twins continues to mature, it will reshape not just how we visualize products, but, in my view, how we discover, evaluate, and engage with them across the entire shopping journey.
Alex de Vigan is the Founder and CEO of Nfinite, a visual commerce platform that enables retailers to create, display, and manage unlimited product visuals through digital twin technology. Based in Paris and San Francisco, Nfinite works with leading global retailers to transform their visual merchandising strategies.