The term covers the experience layer (3D and AR on the product page), the content layer (photoreal 3D models replacing photoshoots) and the data layer (what shoppers configure and how that converts).
For custom and high-consideration products it changes the sales process itself: instant configuration and quotes shorten the cycle from enquiry to order.
Why it matters
Brands that adopt it early own the shopper’s confidence — and the returns, conversion and content-cost outcomes that follow.