Digital Twins for Commerce: Build a Sales Strategy for the Future


Digital twins for Commerce

For many years now, businesses have struggled with digitalization, trying to react to market demands with little planning or strategy. But it is possible to do digital transformation the proper way, and you can prepare for the future of sales without disrupting your business. The answer comes with digital twins.

  1. How digital twins help you sell your products
  2. What are digital twins made up of?
  3. Why gather all this product information?
  4. Getting ready to conquer new sales channels
  5. Creating digital twins with PIM

Digital twins are digital representations of physical objects. They have applications in several domains, including manufacturing, construction and scientific research. NASA used them as early as in the 1960s to simulate missions before sending aircraft into space. ?

Thanks to digital twins, Apollo 13 survivors made a safe (albeit rough) ride home. Now digital twins can save your business. Click To Tweet

How digital twins help you sell your products

A growing number of transactions occur without human interaction. This is a challenge, because products don’t sell themselves. But with good digital twins — it’s as close as it gets. You can create powerful digital twins of your products that will be able to answer any question like informed salespeople. They’ll keep track of user reviews. They’ll persuade even the toughest of customers. Well-implemented digital twins become tireless selling machines that work for you when you sleep.

Think of it as having an army of robots that will help you drive your online sales by giving you fast access to new opportunities (like new sales channels). It’s an exciting perspective, but let’s step back a bit and see what digital twins are actually made up of.

What are digital twins made up of?

Digital twins are the entire product content, including photos, descriptions and specs, but also, so much more.

They are the best possible representations of your products, designed to play to the strengths of your business and further develop your competitive advantage.

There is no perfect digital twin, and what works is different for every company. For some businesses, a twin that only knows its name and price is enough. For others, it is necessary to create a full blown digital twin—a complete picture of specifications, logistics, product experience, VR objects and so on.

Have a look at the table below for an example of what product information can compose a digital twin.

Information Types Information Sources





Internal Service

External service

Height, size, width, color, material etc.

Pictures, videos, 3D objects, VR objects

How to videos, user documentation etc.

Product number, unit, price, storage location, stock numbers, third-party logistics data

Bundling, groups, categories, catalogs, campaigns

Product experience
Storytelling, language, market competence

Health and safety
Security and handling documentation

Internal references
Replacement product, cross-sale product, upsale product, related product, similar products etc.

External references
Reviews, ratings, FAQs etc.

Internal triggers
Sales trends, stock levels, expiry dates etc.