Imagine you're shopping online for a sofa. You find one that looks perfect; at least on your screen. The colour seems right, and the texture looks comfortable. But when it arrives, the shade is off, and the fabric feels nothing like what you expected. Disappointed, you initiate a return. This scenario is all too familiar in e-commerce. In fact, mismatched expectations about colour and material are one of the leading causes of returns, particularly in the furniture sector. A major reason? Traditional product images simply don't capture fabric texture, scale and lighting conditions accurately enough to guide confident purchase decisions.
Why do mismatched expectations lead to returns in e-commerce?
As discussed in a resource on return reasons, inaccurate product images and unmet customer expectations are key factors driving return rates. Improving visual accuracy can help prevent these issues and lead to better customer satisfaction.
Why don't customers trust 2D images?
Flat product photography, no matter how high-res, can’t convey how a fabric behaves in space or under different lighting. For furniture, where material and texture are a central part of the experience, this is a major barrier to conversion. Customers often abandon carts or over-rely on in-person showrooms to validate choices, creating friction in the buying journey.
According to a Narvar report, 41% of U.S. customers cite the product looking different than expected as a reason for returns. In categories like furniture and home décor, colour and texture mismatches are common culprits. This is where 3D visualisation technologies are shifting the game.
A better way: 3D fabric textures
Twinbru’s 3D fabric textures are designed specifically for this. Captured using precision imaging and tested for colour accuracy, they serve as true digital twins of their physical counterparts. When applied to 3D models, these textures help shoppers see what they’re really getting before they click “buy.”
How can Sketchfab enhance the shopping experience?
To make this technology accessible, platforms like Sketchfab enable businesses to embed interactive 3D models directly into their e-commerce pages. Sketchfab supports high-resolution textures and complex materials, which makes it an ideal host for digital fabric models.
Case study: James Dunlop Textiles and the digital photoshoot
James Dunlop Textiles, a New Zealand-based fabric company with over a century of history, needed a way to present their textiles in realistic, market-ready environments without the cost and hassle of traditional photoshoots. The solution? Twinbru’s fully digital photoshoot, which allowed them to visualise their fabrics on 3D furniture models in various interior settings.
Using Twinbru’s technology, James Dunlop was able to create high-quality, photorealistic images of their fabrics on digital furniture models. These images, complete with multiple angles, lighting variations, and detailed close-ups, could be instantly adapted for future use. The result was a seamless, cost-effective way to showcase their textiles, without the logistical challenges of sourcing furniture, booking photographers, or managing studio time.
Another example is Muze, a South African retailer than focuses on interior designers. Here fabric selection doesn’t start with swatches – it starts with a screen. Thanks to the seamless integration of the Twinbru Portal, Muze offers a truly immersive digital experience where thousands of fabrics can be explored by colour, texture, or performance feature. What once required hours in a showroom can now happen in a few intuitive clicks.
This isn’t guesswork. The Twinbru Portal brings fabrics to life in high-resolution, photorealistic detail – allowing you to visualise how each one will look and behave across different furniture styles in 3D. You can compare tones, zoom in on weave and texture, and trial variations instantly, all without leaving your home or studio. It’s not just convenient – it’s transformational. By merging Muze’s designer sensibility with the advanced digital power of the Twinbru Portal, you get a smarter, faster, and more confident way to choose fabrics.
This highlights the true potential of digital fabric textures: not only do they make e-commerce product visualisation more accessible, but they also empower brands to maintain creative control and flexibility.
Accuracy matters: The Twinbru x DMIx partnership
Of course, none of this works if the digital fabric doesn’t match the physical one. That’s why Twinbru partners with DMIx, a leader in digital colour management. DMIx’s colourimetry technology ensures that every digital texture is calibrated to match its real-world equivalent under various lighting conditions.
This commitment to accuracy is key. When colours look the same online as they do in reality, shoppers are less likely to feel misled. This helps build long-term trust and reduces the kind of disappointment that leads to returns.
The full journey: Bridging online and offline
3D fabric textures don’t just solve a visualisation problem – they reshape the entire customer journey. By enabling better online information gathering, they reduce the need for offline validation. Customers arrive in showrooms already informed and visually committed, or skip the visit altogether with confidence in their online choice. This integration of online and offline touchpoints, what many call an "omnichannel" approach, means fewer friction points, fewer returns and higher overall satisfaction.
Why should retailers invest in digital fabric visualisation now?
In an increasingly digital retail landscape, customers demand more than flat images. They expect realism, interactivity, and consistency. And with return rates cutting into profit margins, retailers can’t afford to leave visualisation to chance. By embracing 3D fabric textures powered by platforms like Sketchfab, and ensuring colour fidelity through partnerships like Twinbru x DMIx, retailers are not just enhancing product pages; they’re transforming how customers shop.
Take Action: Get Started with Twinbru
Want to see the difference digital fabric visualisation can make?
Visit Twinbru.com to explore our library of 3D textures and learn how to integrate them into your platform. Whether you're looking to reduce returns, boost engagement or stand out in a crowded marketplace; this is the next step in digital retail evolution.