Threekit Expands Virtual Photography

Courtesy of Threekit

Threekit, the makers of interactive product imaging software for online brands and retailers, announced the creation of its seven millionth product image and are on track for more than 10 million in 2020.

Based on the same technology that powers Hollywood’s biggest CGI hits, Virtual Photographer uses proprietary layering and lighting technology to quickly and inexpensively create unlimited numbers of product photos from design files.

On track to create over ten million product photos by the end of 2020 for brands like Crate and Barrel, Tailored Brands, J Press, and Kashiyama, Threekit is the largest product photography company by volume in the world.

Much of this growth is driven by increased e-commerce consumption due to COVID-19, as social distancing brings more shoppers online and forces many photography studios to close or reduce hours.

“Retail was heading in this direction, but COVID-19 massively accelerated everything,” says Matt Gorniak, Threekit’s CEO. “Online shopping is changing dramatically, with greater emphasis placed on product visuals to mimic the in-person shopping experience. At Threekit, we get brands there before the competition.”

Even before COVID-19, demand for product imagery was growing. In 2016, the average online shopper expected no more than three images per product. In 2019, the number grew to eight. Meeting this demand is a huge challenge due to cost and complexity.

Traditional product photography can cost $300 per product, and for product categories where items can be configured in many ways, such as furniture, fashion or manufacturing, the number of photos required to capture a full product line can easily number into the tens of thousands.

With Threekit Virtual Photographer, customers can create unlimited numbers of product photos with different colors, textures, fabrics and angles at a fraction of the cost and time of traditional photography.

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