Augmented and virtual reality (also known XR) has the potential to transform the retail industry as a powerful merchandising tool, and 3D representations of products will be everywhere in retail, appearing on mobile, web and AR/VR devices enabling customers to interact with photorealistic products in virtual showrooms. Retailers will also benefit from 3D, as they will be able to create richer representations of their products across a diverse set of platforms. This technological advent is proving itself game-changing for retail, but without 3D being experienced consistently across all platforms and devices, the production remains siloed, expensive and tough to scale. Making the future XR- & 3D-rich retail landscape a reality will require collaboration of many different retail & technology companies that must ensure customers can find these experiences on many different platforms—from search results to social feeds to ad units to apps, ecommerce, websites, mobile AR devices, VR/AR headsets, & more. In this session, including Khronos Group 3D Commerce Working Group members, come together to discuss some of the current challenges of bringing XR & 3D applications to retail & explain what efforts are being made so far to overcome them.