E-commerce is well established on today's Internet and has created its own set of techniques for performing and optimizing sales. Traditional shops on the other hand provide a physical space in which decoration and space are relevant. In this paper we present innovative interfaces that join the concepts of real shops and on-line e-commerce in a Web-based virtual reality platform. The idea involves making the e-shopping experience more intuitive, closer to the experience of visiting a real shop, and providing on-line 3D interfaces for the entire process from shop design and product placement to customer experience analysis. We researched traditional marketing and sales techniques and the way they can be transferred to 3D virtual reality environments. Web 3D technologies allow us to implement interactive virtual worlds on the Web, accessible for everyone over different platforms and without special applications or plug-ins.
