The 3ds Max exporter lets you publish 3D files straight from 3ds Max to Sketchfab. It also includes lighting and texture baking features as well as Draft Mode and Animation options.
If you chose to Auto unwrap objects, you will see 3ds Max render the unwrapped textures. Then it will package the model and send it to your account. When the upload is complete, you can view your model on Sketchfab (click Open model Name), adjust rendering settings, and save the default view.