Sketchfab is the place to be for 3D files: a platform to publish, share and embed interactive 3D content, anywhere online.
Exporter
The 3ds Max Exporter lets you easily publish your 3d models to Sketchfab directly from the software. It even has robust light baking and texture control features.
The plugin has recently received some huge improvements from developer Klaas Nienhuis:
Anakin Skywalker's Podracer - StarWars by Jessica Verger on Sketchfab
To download the plugin and see more details, checkout the Exporter Page and the Official Documentation.
OptionsOptions
Klaas has also been working on another 3ds Max project called OptionsOptions, currently in Beta. It uses combination of the Sketchfab Data API and Viewer API to generate 3D model configurator mini-websites based on your 3ds Max scene’s models and materials.
Check out the awesome Maison d'Artiste Sample and try the plugin for yourself: Klaas has provided lots of details on the forum.