The Oakland, Calif.-based firm’s software allows users to visualize what its client brands’ wallpaper, tiling and paint would look like on a surface. It will shut down that service next month. (The Logic)

Talking point: In a blog post, Primer co-founders Russ Maschmeyer and Adam Debreczeni wrote that its staff will join Shopify to work on “immersive shopping experiences on a massive scale.” The Ottawa-based e-commerce platform already allows merchants to upload 3D models of products to their stores. “It not only makes a more fun experience for consumers, but also [increases] the conversion rate,” Shopify president Harley Finkelstein said on an October 2019 earnings call. Primer has eight employees, per LinkedIn, and holds a patent related to how devices detect surfaces.