AR/3D Product Visualisation & Virtual Try-On
AR/3D product visualisation covers three-dimensional product models and augmented reality applications (virtual try-on) that let users place a product in their own space or try it on themselves virtually before buying. Google accepts such models through the Merchant Center attribute virtual_model_link in the primary product data source; alternatively the model can be submitted as structured data using subjectOf with the type 3DModel. Both routes are tightly limited at present: Google describes the attribute as restricted to products sold in the US and as usable for shoes and home goods. The 3DModel type itself still sits in Schema.org's experimental "new" area. This entry is distinct from product video SEO (conventional, non-interactive product videos) and product page SEO (static text and image content).
In practice
Match expectations to reality first: for a shop selling into Austria or Germany, virtual_model_link is not an available channel for now, because Google's own documentation limits the attribute to products sold in the US and to shoes and home goods. Anyone working in this direction anyway – for a US arm, or as preparation – produces a 3D model per main product and references it either through the feed attribute or through subjectOf with the type 3DModel. Unambiguous assignment of the 3D model to the relevant product matters on pages with several products or images, because otherwise Google cannot make the connection reliably. The technical side (glTF/USDZ file formats, file size, load times) should be coordinated closely with web performance topics such as lazy loading and CDN delivery so that 3D content does not degrade the Core Web Vitals. Because 3D production is more involved than conventional photography, it makes sense to start with bestsellers that have a high return rate, where try-on experiences can noticeably reduce purchase uncertainty and returns.
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