Marketers are just starting to understand how AR can help boost ecommerce conversions, but it’s clear that shoppers in the digital world respond differently to products they’re able to examine in the digital realm and visualize in context.

Every online shopper today is probably familiar with Amazon’s basic product image requirements, even if they’ve never read the details themselves. The standard for product displays online are now a series of images of the product against a white backdrop (called whitesweeps), followed by a carousel of additional images. Increasingly, vendors choose to include lifestyle photography in these later images.

The breakout success of Pokémon Go in 2016 (and its persistent success in the years since) proved that customers are ready and willing to engage with a digitally augmented version of their world. It’s no wonder, then, that today’s ecommerce leaders are using 3D and AR technology to make online shopping a lot more like shopping in real life.

Or, in some cases, even better.