What Is a Virtual Showroom? A Guide for B2B & B2C Brands (2025)

A virtual showroom is no longer a pandemic-era experiment—it’s the new storefront for modern retail. Unlike a static website, it lets customers explore products interactively, creating an immersive experience that mimics a physical store.

Think of it as retail showrooming turned inside out. This digital-first environment merges discovery and purchase. 

A furniture brand can help shoppers visualize a sofa in their living room, while an auto dealer can offer a virtual test drive. The payoff is higher engagement, broader reach, and data-rich insight into customer behavior. What was once a trend is now becoming a core part of any successful retail strategy.

Ahead, you’ll learn how virtual showrooms work, the technologies behind them, and how brands from wholesale to home goods are putting them into practice. 

What is a virtual showroom?

A virtual showroom is an interactive, branded space that lets people explore, configure, and purchase products displayed in 3D, augmented reality (AR), or virtual reality (VR). Instead of static product photos and grids, customers can spin a product 360 degrees, zoom into details, watch embedded videos, or even step into a VR environment.

Virtual showrooms are different from standard online catalogs because they replicate how customers actually shop, creating a more engaging shopping experience. Instead of static images and long spec sheets, they enable shopper to:

• Interact: Zoom, spin, and configure products in real time
• Curate: Story-driven assortments and collections tailored to buyers
• Explore, but with a guide: Hotspots, comparison views, and embedded video demos
• Transact: Pricing, availability, and ordering inside the same experience

Taken together, these capabilities enable shoppers to move from interest to purchase without making them jump between pages, meaning less friction and a better overall customer experience.

The concept began in wholesale, but consumer-facing brands have adopted virtual showrooms as part of their sales strategies and scaled them even further. 

• Automotive companies use virtual showrooms to let shoppers virtually sit inside a car, change paint colors, or configure trims before booking a test drive. 
• Fashion retailers use AR overlays so customers can virtually try on clothes and accessories before they click “buy.” Even home improvement brands are introducing digital tools that let homeowners visualize materials and finishes before they ever visit a store.

Rather than replacing physical showrooms, virtual showrooms complement them. A shopper might test furniture at home through AR and then go to a physical store to see and feel the piece before making the purchase. Or a wholesale buyer might use a virtual showroom to narrow down a collection online, then confirm their choices at market week. In both cases, the virtual experience strengthens a click-and-mortar strategy by connecting virtual shopping to physical purchasing.

According to Grand View Research, the extended reality (XR) market—which includes AR and VR—is projected to grow from $142.39 billion in 2023 to over $1 trillion by 2030. The trend reflects growing consumer demand, rising government support, increased trust, and other factors contributing to increasing sales.

Key benefits of using a virtual showroom

There are many benefits to using virtual showrooms for both retail buyers and brands. But the real value of a virtual showroom doesn’t lie in its impressive visuals, but how it drives measurable results. 

Let’s look closer at the benefits virtual showroom offer:

Reduce operational costs and improve sustainability

The first win is cost. By replacing physical samples and prototypes with 3D models, retailers can lower expenses tied to shipping, storage, and production. A virtual showroom also helps cut down on waste and carbon footprint, since fewer samples and fewer last-minute product changes mean less material headed to the landfill.

Tips for retailers and wholesalers:

• Start by digitizing your highest-volume stock keeping units (SKUs) so they can be reused across your ecommerce site, marketing, and showroom displays.
• Use 3D updates in place of shipping out sample rounds—whether that’s sending a new colorway to wholesale buyers or showing furniture finishes to consumers.
• Build a single digital asset library so photography, video loops, and product visuals all come from the same files instead of multiple costly shoots.

Aligning digital assets with in-store storytelling also ensures consistency. Coordinated displays across both physical and digital spaces strengthen your brand identity, a key part of visual merchandising.

Accelerate your time to market

Virtual showrooms streamline launches by making product updates instant. Instead of waiting weeks for prototypes or line sheets, retailers can roll out changes in real time, ensuring customers always see the latest version.

Tips for retailers and wholesalers:

• Centralize your 3D models, swatches, and product information in one content hub that feeds directly into your showroom.
• Announce new products in stages—use teaser scenes to generate early interest, then make them shoppable when inventory arrives.
• Sync showroom updates with your broader omnichannel campaigns. A well-planned click-and-mortar strategy lets you launch online and reinforce it with in-store promotions.

With everything connected, you can move from concept to customer much faster—without adding extra overhead.

Expand your global reach without physical expansion

Opening new stores or showrooms—especially across international borders—isn’t always realistic (particularly for SMBs). A virtual showroom extends your reach by making products accessible to buyers and shoppers anywhere, without the costs of new real estate. For example, if you’re based in California, a buyer from Amsterdam can view your products and make an order from the virtual showroom platform. 

Tips for retailers and wholesalers:

• For B2B, use wholesale networks like JOOR, which connects thousands of brands with buyers worldwide, to put your products in front of retailers you’d never meet in person.
• For B2C, duplicate your showroom for different regions with localized pricing and availability, so shoppers get a tailored experience even if you only ship from one location.
• Pair virtual showrooms with in-store events and QR codes, tapping into showrooming and webrooming behaviors where customers blend online and offline exploration.

The result: greater exposure without added overhead.

Create immersive and interactive customer experiences

Engagement is where a virtual showroom shines. Instead of flipping through static images, shoppers can examine a product in 3D, drop it into their living room with AR, or click through shoppable hotspots to learn about products and features. This kind of interaction builds confidence, shortens the path to purchase, and can give you a competitive advantage.

Tips for retailers and wholesalers:

• Design your showroom scenes like you’d design a store floor. Tell a story with hero products and themed collections, then layer in comparisons and finish options.
• Use AR to give customers context at home, whether that’s a lamp on a nightstand or a sofa in the living room.
• Keep calls to action (CTAs) in view. Buttons like “Add to cart,” “Book a test drive,” or “Request wholesale pricing” should appear inside the showroom, not on a separate page.

💡Pro tip: If you're stuck on how to connect physical and digital storytelling, keep in-store marketing best practices in mind—many of those tactics translate directly to virtual spaces.

Gather valuable data on product engagement

Unlike static catalogs, virtual showrooms generate actionable insights. You can see which products attract clicks, which finishes get explored, and where shoppers spend their time. That data informs both your digital strategy and your next in-store reset.

Real-time updates in your virtual showroom allow you to act faster and direct buyers to products and assortments that already have proven demand. 

Tips for retailers and wholesalers:

• Use QR codes and UTMs to connect physical displays to your showroom. A 2024 survey found that 64% of North American shoppers have scanned a QR code in-store, showing how mainstream this behavior has become.
• Run simple A/B tests. Try different hero products, CTAs, or scene layouts, then compare which drives more engagement or sales.
• Feed results back into your customer relationship management (CRM) or point-of-sale (POS) system to identify the products most likely to generate revenue.

By measuring product engagement inside your showroom, you’ll know exactly what resonates with buyers and consumers—and where to invest next.

Core technologies that power virtual showrooms

A modern virtual showroom runs on three core technologies that turn product discovery into an interactive experience: 3D visualization, try-before-you-buy through AR, and immersion through VR. For sellers, the goal is to understand what each technology does, where it fits, and what kind of setup it requires.

3D rendering and product visualization

3D is the foundation for virtual showrooms. A single 3D model can power your product-page viewer, your virtual showroom scene, and even marketing renders, so you can produce it once and reuse it in multiple contexts. 

Here’s how to get started with 3D rendering:

1. Choose the right formats for your needs. Use GLB/glTF for Android and web viewers (it works on most browsers) and USDZ for iPhone/iPad. These are the two formats most SMBs need—with no deep pipeline required.
2. Create or convert your assets. You can model from scratch, scan with a service, or use newer tools that generate 3D renderings from photos, which is handy for large catalogs with limited budget. We'll cover more of the how-to later in this article.
3. Keep files light. Smaller textures and simpler geometry mean faster load times, which matter for mobile customers.
4. Start with priority SKUs. Digitize your top sellers and high-return items first, where 3D clarity can reduce uncertainty.

A 3D rendering alone can be enough if your product doesn’t need in-room context (for example, products like handbags or small electronics).

Augmented reality for “try before you buy”

AR lets shoppers place a life-size product in their space using a smartphone camera—ideal for furniture, décor, lighting, appliances, and any other item where fit and scale drive confidence. For B2B, AR helps preview fixtures or planograms onsite before you commit.

Here’s what you need to get set up with AR:

1. A phone and your 3D file: On iOS, Quick Look opens a USDZ file directly; on Android, Scene Viewer uses GLB/glTF. Most AR experiences launch from a simple button on your product page or within your virtual showroom.
2. Good lighting and realistic materials: The closer your textures look to the real thing, the more persuasive the AR will be.
3. Clear CTAs: “View in your room,” “See in your space,” or "Save to project” are persuasive CTAs that can reduce friction and help nudge buyers toward conversion at the exact decision moment.

AR and VR tools are becoming more accessible and affordable, making entry easier for smaller teams. Rapid market growth and projected expansion shows sustained vendor support and falling costs, making now is the time for SMBs to plan for AR investment.

Virtual reality or fully immersive experiences

VR places shoppers or wholesale buyers inside a space, which is great for complex, high-consideration journeys (like walking a living room layout, touring a “store-within-a-store,” or hosting a wholesale line review).

You can deliver VR in two ways: headset-based (using stand-alone devices for events and showrooms) or web-based experiences that simulate “first-person” navigation on a laptop or phone.

Here’s where VR technology fits—and where it doesn’t:

1. Use VR for depth, not every detail. VR shines when layout, scale, or storytelling need immersion. It’s overkill for simple SKU-browsing.
2. Consider shared sessions. For B2B, a rep can guide multiple buyers through a seasonal presentation. For B2C, VR technology can elevate popups and in-store kiosks or create social shopping experiences.
3. Plan for accessibility. Offer a non-VR fallback (like a standard 3D viewer or video tour) so every customer can engage, with or without a headset.

After a slowdown in previous years, AR/VR headset shipments grew in 2024, with analysts expecting further gains as prices fall and devices improve. This matters if you’re weighing in-store headsets for events or guided experiences, but it's still a good idea to keep an eye on adoption signals. You might consider investing in 3D or AR before committing to full VR, especially if your budget is limited.

Virtual showrooms in action: B2B vs. B2C examples

Virtual showrooms are no longer confined to the fashion industry and enterprise retailers with deep pockets—they’re shaping how consumers shop everywhere. By looking at both B2B and B2C applications, retailers can see how these technologies serve as practical, revenue-driving tools.

B2B use case: Streamlining wholesale fashion with JOOR

JOOR shows how a virtual showroom can replace the bulk of physical sampling and trade show travel with digital assortments. The platform connects more than 14,000 brands with more than 650,000 buyers worldwide, allowing sales teams to showcase lines with interactive lookbooks, 360-degree imagery, and real-time ordering.

Takeaways for smaller businesses:

• Build a core digital assortment of top sellers, new products, and key colorways.
• Host short virtual line showings with embedded ordering, then follow with a limited physical sample set only where needed.
• Use saved assortments as templates for future seasons to speed repeat business.

By treating the virtual showroom as your primary wholesale stage—and physical samples as supporting assets—you’ll cut costs while increasing buyer coverage.

B2C use case: Configuring cars with Toyota’s virtual showroom

Toyota’s virtual showroom is a strong consumer example of how interactivity shortens the path to purchase. Shoppers can use the automotive virtual showroom to view cars inside and out with 360-degree rotation, customize trims or colors, and move seamlessly to actions like booking a test drive or requesting a price quote.

What can smaller businesses learn from Toyota's platform?

• Offer close looks at key product features and finishes.
• Place primary CTAs inside the showroom viewer where they're clearly visible—not on a separate page.
• Capture partial leads (like the customer's chosen configuration and email) so you can follow up with them if they bounce before making a purchase.

This same pattern supports click-and-mortar models, where online configuration hands off to an in-store demo or pickup to close the sale.

B2C use case: Visualizing furniture at home with IKEA

IKEA’s Kreativ platform turns home furnishing into an AR shopping experience that reduces returns. Customers can design rooms in 3D, view items up close, place products at true scale, and see how multiple pieces fit together before buying. This not only boosts confidence but reduces costly returns.

Smaller retailers can look to IKEA's virtual furniture showroom for plenty of inspiration to apply to their own businesses:

• Prebuild a few common room templates (studio, small living room) that fit your product offerings.
• Give scaled previews for larger items.
• Allow customers to save and share designs so store staff can pick up the conversation in person or via chat.

Context transforms the buying journey. Allowing customers to explore a car’s interior or visualize a sofa in their small apartment makes your virtual showroom not just a virtual gallery, but a trusted decision-making tool.

How to create a virtual showroom in four steps

A virtual showroom isn’t an enterprise-only project. With a clear plan and the right tools, you can now launch one in just weeks. All it takes is focusing on the assets you already have, the platforms that fit your use case, and the integrations that make it measurable.

Step 1: Digitize your products with 3D modeling

Start with the products that move your business. Prioritize your top sellers and high-return items (where visualization reduces uncertainty). Your goal is a small, high-impact 3D library you can reuse across product detail pages (PDPs), ads, and your virtual showroom.

Here’s what to do:

1. Pick a practical capture method. If your vendor has CAD files available, use them. Otherwise, consider outsourcing basic 3D modeling for hero SKUs, or test photogrammetry (a technique that converts photos into 3D models) for simple shapes. Aim for web-friendly formats: GLB/glTF for Android and web, and USDZ for iOS.
2. Set a performance budget. Keep textures optimized and file sizes lean so models load quickly on mobile. Test how assets look on mid-tier phones before you approve them.
3. Standardize naming and metadata. Include SKU, finish, and size in filenames so your team—and your platform—can automatically swap variants. This keeps your back end organized and saves you tons of time down the road.
4. Create one reusable master for each product. From a single 3D file, render cutouts, 360-degree spins, and short animations you can use in ads and PDPs.

A disciplined 3D pipeline lowers long-term production costs and gives your virtual showroom a consistent, high-quality look.

Step 2: Choose the right virtual showroom platform

Pick the virtual showroom technology that best fits your business needs, not the one with the flashiest demo. Is your primary use B2B wholesale selling or B2C consumer exploration (or both)? What are your must-have features?

Here's an evaluation checklist—use this as a scorecard when comparing vendors:

• 3D and AR support: Native viewers for GLB/USDZ, “view in room” AR, hotspots, annotations
• Selling workflows: 
• For B2B: Price lists, order capture, assortments, buyer accounts
• For B2C: Cart/checkout, wishlists, appointments
• Content tools: Scene templates, easy updates, video support, multi-language/currency if needed
• Analytics: Event-tracking (scene views, hotspot clicks, add-to-cart), UTM fields, export to GA4/BI
• Integrations: Product catalog, inventory, pricing, and customer data with your ecommerce stack
• Admin and governance: Roles/permissions, version control, scheduled content sunsets

Demo or pilot the platform with a small collection first. If the platform makes it easy to update scenes, add variants, and embed CTAs, you’ve likely found the right one.

Step 3: Design the user experience and journey

Treat your virtual showroom like a well-run store: Make sure it has clear entry points, curated paths, and obvious next steps. Design for mobile first, keep decisions close to the product, and make help one tap away.

Here's how to design the flow (and measure it):

1. Map a few core scenes: Each scene should have a clear CTA: add to cart, request wholesale pricing, book an appointment, or start checkout.
2. Use hotspots to answer questions: Place product specs, material callouts, or short demos directly on the product. This reduces cognitive load and reasons not to buy.
3. Build for accessibility and speed: Make sure your showroom has high contrast, alt text or transcripts for media, captioned video, and fast load times on cellular connections.
4. Track every interaction: Set up tracking for scene views, hotspot clicks, finish/size toggles, and CTAs so you can see where shoppers stall or convert.

Mirror your strongest in-store stories in your virtual showroom. If three pieces of living room furniture sell best as a set, create a “room” scene with a one-click bundle and a clear handoff to chat with a sales representative or book an in-store appointment.

Step 4: Integrate with your ecommerce ecosystem

Your virtual showroom should integrate with the rest of your business, not sit on an island. Connect catalog data, track behavior, and make it easy for shoppers to jump between digital and physical touchpoints.

Here's how to make your showroom operational and trackable:

1. Sync product and inventory: Connect showroom scenes to live SKUs and availability so pricing and stock are always up-to-date.
2. Embed measurement from day one: Add UTM tracking codes to links and connect activity to Google Analytics (or your analytics tool) so you can compare engagement to revenue.
3. Bridge store and screen with QR: Print QR codes on endcaps, catalogs, or window signs that link directly to specific showroom scenes. Brick-and-mortar employees can use the same links to continue the conversation by phone or chat.
4. Close the loop with POS/CRM: Use sales systems to tie orders directly to scenes or campaigns, flag high-interest products for staff follow-ups, and set content “sunset dates” so promotions end on time.

Once your virtual showroom is integrated, small optimizations (like a clearer CTA or a better default finish) translate into measurable lift, the same way a better endcap does in-store. Over time, the data you collect will guide new products, pricing, and your next virtual showroom refresh.

Four virtual showroom platforms to consider in 2025

There are many virtual showroom software and platforms available to retailers and brands today. Choosing the right one comes down to your use case: wholesale selling, product-level 3D, or immersive AR/VR spaces.

Let’s take a look at four options:

1. Shopify virtual showroom apps (pilot quickly on your storefront)

For many SMBs, the fastest path is to test virtual showroom ideas with a Shopify app—either a 3D/AR viewer or a lightweight 3D virtual store experience embedded in your theme. Thanks to Shopify's expansive App Store, you have multiple options. Here are just a few:

• Odyssey – 3D Virtual Stores: Creates a browsable 3D store environment inside your existing site, letting you showcase products in an immersive layout without custom development.
• Angle 3D Configurator – 3D & AR: Adds interactive 3D customization and AR viewing at the product level, which you can link from a curated “showroom” landing page.

These apps are best for SMB retailers who want to validate interactive 3D or a virtual showroom concept before investing in a bespoke build. You stay in the Shopify ecosystem, move quickly from idea to test, and learn what shoppers engage with. Then you can decide if a more robust virtual showroom platform is a good fit for your ecommerce business.

2. JOOR (for fashion/luxury wholesale)

If your priority is wholesale, JOOR is a marketplace and data-exchange platform for beauty, fashion, and home goods retailers that combines virtual showrooms, digital linesheets, and order capture inside a large buyer network. 

Brands use JOOR to simplify their B2B sales process and reach new retailers already using the platform. The same goes for retailers. Buyers can discover new brands to stock in their store via JOOR. 

You can show off your products using dynamic video, 3D interactive images, and audio. For example, share a video of your runway show, a video of you explaining the collection, and product performance reviews. 

Additionally, you can schedule virtual appointments with retail buyers to share details about the collection you’re selling. It also has a style board feature, so product assortments can be personalized to each buyer during online showroom appointments. 

You can arrange your products into specific collections depending on the buyer’s past purchases, region, and other factors to help simplify the process. 

JOOR is best for fashion and lifestyle brands that need B2B assortments, shoppable lookbooks, and retailer collaboration—plus embedded payments and ERP/PLM integrations.

3. BrandLab360 (for immersive VR/3D environments)

When your goal is an immersive brand space that runs in the browser (and optionally on headsets), BrandLab360 builds bespoke virtual retail stores with interactive 3D environments, integrated voice/video, and transactional handoffs. Their platform emphasizes web delivery—no apps or VR headsets required—with optional support for devices like Apple Vision Pro. 

With this platform, you can create any online store in a 3D digital format, including integrated live voice and video communication that links seamlessly to transactional ordering platforms.

Each virtual showroom environment can host unlimited users, allowing you to show your products to multiple buyers simultaneously. You can also invite people to their own private shopping experience. 

BrandLab360 is best for launches, editorial storytelling, and high-impact environments where you want shoppers or wholesale buyers to “walk” a space and interact with products.

4. iEnhance (for furniture and home goods)

If your catalog hinges on finishes, dimensions, and in-room context, iEnhance offers 3D visualization and AR for configurable products (think sofas, tables, and storage).

The platform positions itself as a 3D/AR personalization engine designed to move shoppers from static images to interactive exploration—useful for categories where fit and space drive confidence.

With iEnhance, you can speed up buyer consideration with real-time finish changes and AR sizing, then pass shoppers to checkout or to a store appointment.

iEnhance is best for furniture, décor, and home goods that benefit from AR “place in room” and on-the-fly configuration.

Best practices for a high-performing virtual showroom

High-performing virtual showrooms balance speed, accessibility, clear UX, measurement, and consistency with your physical store. These best practices will keep your virtual showroom simple to implement, budget-aware, and focused on results—not bells and whistles.

• Keep models fast and lightweight. Fast scenes convert better because shoppers don’t wait for assets to load. Keep your 3D files lean, use web-friendly formats, and preview on mid-range phones before you ship.
• Set KPIs for your digital showroom. Define your primary objectives so you can build your digital strategy around them. Common goals include spending less money on trade shows, increasing order values, reducing unsold stock, or shortening sales cycles.
• Invest in brand content. Make your content and the experience engaging by ensuring that buyers can view your merchandise from different angles. Write detailed product descriptions that answer all the questions a buyer may have. Include information about product materials, color options, price, where the product is made, size range, fit, and delivery dates.
• Create collections to spark ideas. Use your digital environment to showcase collections that retail buyers may not have thought of otherwise. Test different product assortment strategies and gather feedback from buyers and your team. 
• Create an interactive virtual showroom experience. Dynamic video, 3D images, and virtual samples are used to show clear, stylistic views of your products. Integrate with a chatbot or live chat function to ensure you’re always available if buyers have questions.
• Design for accessibility by default. Accessible design expands your audience and reduces friction. Follow WCAG 2.2 fundamentals so text and controls are easy to see, hear, and use.
• Keep digital and physical locations in sync. Great retail showrooming connects storytelling across channels. Your virtual and physical showrooms should share the same collections, messaging, and timing.
• Make the journey obvious. Design your scenes like a well-run store floor—clear entry points, helpful context, and obvious next steps. Keep decisions close to the product and make it clear that help is one tap away.