Selling online with 2D images? A mistake to avoid in 2025

In 2025, e-commerce is a fundamental pillar of global sales. Nonetheless, some outdated practices—such as using 2D vector images to represent products—still persist. Although this approach may seem economical and quick, it often proves detrimental to sales, especially in the technical apparel sector.

A case to analyze: The IRONMAN Group and Santini

Ironman and Santini, two benchmark brands for triathlon and cycling athletes, have long collaborated to produce technical apparel. However, a visit to the Ironman online store revealed a significant issue: out of about 50 products, only 11 were accompanied by photographs, while the others featured vector representations.

The few available photos appeared to have been taken of mannequins in a physical store, lacking any aesthetic care or contextualization. This approach severely limits sales potential, particularly in a sector where customers want to see the technical details, material, and design of the garment they are about to purchase.

Why 2D images fall short

• Vector images do not show fabric details, cut, or construction quality.
• Without a real visual representation, customers cannot trust the product.
• With platforms like Amazon prioritizing high-quality real images, using 2D images may come across as unprofessional.

Two ways to improve product presentation

Traditional Photography

Photographing the actual product is the ideal solution to show every detail accurately and establish a visual connection with the customer. However, it does have some limitations:

• Physical Availability: Products need to be physically ready for the shoot. In an on-demand context where excess production is minimized, this may not always be feasible.
• Complex Logistics: Preparing and conducting a photoshoot can be demanding, especially for products with many variants.

3D Rendering

Creating 3D renderings is an increasingly appealing alternative, thanks to its flexibility and efficiency in on-demand processes:

• Detailed Visualization: 3D renders allow for precise simulation of textures, colors, and technical details, providing a realistic image of the product even before it is physically produced.
• Process Optimization: With 3D, digital designs can be generated directly from CAD files or prototypes, eliminating the need to wait for production.
• Adaptability: Once you have a 3D model, it is easy to generate color variants or customizations without having to redo a photoshoot.

The best choice for your online store

In today’s market—where on-demand production and optimized distribution are on the rise—the choice between photography and 3D rendering should be weighed according to specific needs:

• If the product is already available and you want to convey an authentic, tangible feeling, photography is unbeatable.
• If your goal is to optimize the workflow and reduce production costs and times, 3D rendering is the most practical and versatile option.

The 3D modeling process

3D modeling of a garment is a complex process that combines creativity, technical knowledge, and advanced software tools. Here are the main steps:

Creating the base model (1–3 Hours)

• Starting Point: A base mesh (e.g., a generic humanoid body) or building from scratch.
• Initial Definition: Creating the basic shape of the jersey (short sleeves, the snug cut typical of cycling apparel).
• Recommended Tools: Software like Style3D or CLO3D, ideal for speeding up workflow in the technical apparel sector.

Adding technical details (2–5 Hours)

• Key Components: Back pockets, zippers (partial or full), realistic seams.
• Advanced Elements: Simulation of stretchable, breathable, or reinforced fabrics that meet specific sporting requirements.

Simulation and fitting (1–2 Hours)

• Virtual Draping: The fabric is simulated on the body to check the fit and correct any flaws.
• Advanced Adjustments: Fabric tension is fine-tuned to achieve a snug fit, essential for cycling.

Texturing and materials (2–5 Hours)

• Custom Textures: Application of technical fabrics, breathable mesh, and brand logos.
• Realistic Materials: Shine, opacity, and fabric reflections are optimized for a believable result.

Rendering and finalization (1–3 Hours)

• Types of Renders: Creation of high-resolution static images or animations.
• Final Steps: Optimization for catalogs, use in augmented reality, or integration into interactive platforms.

A practical example

In my own experiment, I created a mock garment inspired by Santini (modifying the logo to avoid confusion with their actual products). From the base modeling to the final renders, I spent about 3 hours total:

Final output: Renders featuring both human models and ghost mannequins to highlight details.

This demonstrates how much time can be optimized with solid organization and the right tools.

You can see the full project on my Behance profile.

Factors that influence timeline

• Project Purpose: A model intended for production requires millimeter precision, increasing the timeline. For generic visualizations, the process is quicker.
• Software Used: Style3D or CLO3D provide advanced textile simulation tools, speeding up the process compared to generalist software like Blender or Maya.
• Level of Detail: More technical details and custom textures require greater time and resource investment.

Cost considerations

I have intentionally avoided specifying costs because the topic is complex and depends on multiple factors: the 3D artist’s experience, geographic location, cost of living, and local taxes. All these elements make rates highly variable and difficult to standardize.

Why technical cycling apparel?

I talk about technical cycling apparel because I have worked in this sector for over 10 years. I have followed the entire process, from the production line to online sales, and I understand the needs of both buyers and manufacturers. This expertise enables me to analyze technical details and provide a comprehensive overview of the subject.

The 3D approach is not merely a technological solution, but a strategic one, aimed at improving product presentation and streamlining the production process. With the right tools, you can create high-quality models in competitive timeframes, increasing customer trust and boosting conversion rates.