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Christopher de Leon

The importance of Product Dimensions in E-Commerce

Product size is a feature that shoppers usually take into consideration when making purchase decisions. Product images may show customers what the product actually looks like. However, product dimensions are equally as important as they give customers a sense of scale. Usually, shoppers take out their tape measures to physically see how big a product is. Whether it is measuring for a large piece of furniture, for their living room, or if a computer component will be able to fit in a computer case, dimensions play an important role in shoppers’ purchase decisions. 

Source: Pixabay

What is a Product Dimension?

A product’s dimension is quite simply the size of a product. Its height, width, and depth (or length) are measured to help identify product variants that often help shoppers with their purchase decisions. It is often an overlooked aspect of commerce, especially when shopping in person.  However, product dimensions are very important in delivering useful information.

A discussion that occurs often is the order in which websites convey a product’s dimension. For GS1 standards, after the default front is determined, which is the surface with the largest area that is used by the manufacturer to sell the product to the consumer, the dimensions can be determined.

Height is the measurement from the base to the top of the product

Width is the measurement from the left to the right of the product

Depth is the measurement from the front to the back of the product

Although there is not one single standard that is universally used across all websites, it is often seen that websites order dimensions as:

Length x Width x Height

The availability of product dimensions improves the customers’ shopping experience – regardless of whether GS1 standards or another formula is used. In the end, as long as the shoppers have these dimensions, they will be able to work out the measurements to assess the shape and size.


Dimensions are captured by using calipers, measuring tapes, rulers and scanning equipment (for larger and heavier items). This equipment and tools are useful for achieving precise product sizes and optimal space management.

Source: Pixabay

Dimensions’ Role in Augmented Reality

Augmented reality technology is changing the features of e-commerce. Stores can now provide customers with ways to preview products, like a picture frame or a couch, or try on an accessory such as a pair of glasses. Having these options enables shoppers to have a glimpse in real-time of what an item will look like in their environment or on themselves by using their smartphones. Augmented reality allows customers to “try before you buy” without having to be in the store themselves. By utilizing AR technology, websites will be able to boost conversion rates and avoid product returns. 


Dimensions for products need to be provided so that these renders can be augmented into a real, physical space. These precise dimensions will place, in real-time, the render in that person’s environment with great accuracy. Augmented reality is quickly becoming a big differentiating factor among businesses since many products are items that consumers need to see and feel. Since many brick and mortar stores are currently facing challenges of in-store purchases, additional imaging options such as augmented products in a real environment can be incredibly useful – which is not possible without accurate product dimensions.

Source: Pixabay

Product Dimension Usefulness with Planograms

Products are measured so that planogrammers can create retail space on shelves. The product’s dimensions are attributes that help create layouts for how the product space will be allocated. Whether it’s on a shelf or a pegboard, these dimensions help with product placement and positioning so that enough products are on the shelf to meet demand. Dimensions and measurements also hold great importance with bulk products to optimize and improve storage-space planning in warehouses. Unseen by the regular consumer, storage-space usefulness is apparent with bulk consumer goods, medical and pharmaceutical supplies, hardware, and more.


Augmented and virtual reality are also reshaping the nature and value of planograms for merchandising. Read more in our article here.

Source: Pixabay

Dimensions are a Necessity

Dimensions are often an overlooked feature in product imaging and planograms, but they are a necessity in many aspects behind-the-scenes. Ensuring that products have accurate dimensions will improve conversions and increase efficiency in space management and organization. If this pandemic has taught us something, it is that more people are buying products online and that warehouses must be ready and organized to deal with an increased demand. Dimensions have an important role to play moving forward in both. 

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