While currently exclusive to the US market, these innovative features, available through Google Merchant Center Classic and Google Merchant Center Next, offer a glimpse into a future where online shopping is more immersive and informative.

Immersive Experiences

Imagine being able to view a pair of shoes from every conceivable angle or seeing how a new sofa would look in your living room before making a purchase. This level of interaction is made possible through 3D models, which allow customers to explore products in detail, zooming in to appreciate the craftsmanship and quality. Augmented Reality takes this a step further by placing virtual products into the customer's physical space, offering a tangible sense of how the item fits into their life.

The Benefits

Currently, these cutting-edge features are limited to home goods and footwear sold in the US only, however we expect these features to be released to Australia in the near future. Products displayed in 3D and AR have shown to engage customers more deeply, leading to higher-quality interactions and potentially increasing the likelihood of a purchase.

How Does It Work?

For businesses eager to adopt this technology, creating 3D and AR models can be undertaken independently or with the assistance of specialised partners such as CGTrader, Epigraph, Ocavu, and VNTANA. Once these models are ready, merchants can link them to their Google Merchant Center accounts via a publicly accessible URL. This process integrates seamlessly for those already using the Merchant Center, while new users will find setting up an account straightforward.

Manufacturers are encouraged to use the Manufacturer Center to submit their 3D models, ensuring their products are represented accurately and consistently across Google's platforms. For those utilising both the Merchant and Manufacturer Centers, syncing accounts is a simple process that ensures the most accurate models are used.

Incorporating 3D and AR into your Google Ads Strategy

In terms of advertising, 3D assets are currently eligible for inclusion in Shopping ads through Performance Max or targeted Shopping campaigns. Although AR experiences are not yet supported in Shopping ads, the integration of 3D models into these campaigns represents a significant step towards more dynamic and interactive online advertising.



As this technology makes its way to Australian shores, the potential for businesses to showcase their products in new and engaging ways is enormous. The immersive experience of 3D and AR not only aids in the decision-making process for consumers but also sets a new standard for online product representation. It's an exciting time for both businesses and shoppers, as the future of online shopping in Australia looks set to embrace these innovative visual tools, bringing products to life in ways previously unimaginable.