Alibaba's Tmall rolls out 3D shopping for furniture brands

Customers can explore over 10,000 showrooms through their phones.

Alibaba’s e-commerce site Tmall has rolled out a new 3D shopping solution dedicated to home-furnishing brands, the company announced in a press release.

With their phones, consumers can explore a virtual shopping complex, home to over 10,000 3D showrooms. Shoppers can use it to browse furniture from 360 degrees, as well as mix and match their favorite pieces.

Brands and interior designers can also make use of Tmall’s free 3D rendering and design tools to move their showcases online via the new feature. Among the first to tap the tool was IKEA, which unveiled an online version of one of its Shanghai stores in March.

Tmall first piloted the 3D shopping technology during last year’s 6.18 shopping festival to help brands reconnect with consumers and generate growth in the wake of the pandemic.