Back to Blog

Metaverse Technology will disrupt retail commerce

25 Oct
Metaverse Technology will disrupt retail commerce

Although there hasn’t always been harmony in the interaction between physical and digital commerce, there has been a paradigm shift that emphasizes the significance of connecting the two worlds.

For instance, a successful in-store experience might influence future online purchases favorably, fostering cross-channel customer loyalty.

Retailers have been successful in implementing services like curbside pickup and infinite aisles by approaching digital and in-store touchpoints as one consumer journey rather than as separate silos. The main goal of my previous paper was to explain the metaverse. While I did cite a few examples of brands that were early adopters, let’s now examine the metaverse in a wider retail setting.

The idea of seamless channel integration, often known as omnichannel retail, embraces all points of contact, including physical stores, online, wearable technology, and, more recently, the metaverse. But the metaverse probably won't spell the end of traditional shopping, just as e-commerce didn’t. As in the early days of the web, it will instead give us a fragmented ecosystem where various stores, formats, and expectations exist with little platform interoperability. The bigger retail network will most certainly experience more strong and consistent integration as the consequences of the metaverse disruption expand, though. Consumer expectations may be shaped by virtual stores.

The concept of virtual storefronts—simulations of actual stores—could very well be the next development in the metaverse, aside from brands testing on virtual gaming platforms. Customers would be able to browse the “aisles” of these stores to see the items that are currently in stock. They could theoretically put these items in a shopping cart and either have them delivered to their houses or pick them up in-store. In reality, a number of trademark applications made, show the fast food business aims to establish a virtual eatery that will provide food both in-person and online. Place an online order and have it delivered to your front door. Brands have the chance to provide customers with innovative experiences that they couldn’t get in a store or online because there are no physical-world limitations in the metaverse. There are some restrictions, even though it’s an exciting time for well-known brands to explore the uncharted.

One of the best ways to create a captivating retail environment is to engage the senses of the customer, yet virtual stores can only now make use of sight and hearing. Depending on the experience they’re seeking to replicate, designers of metaverse shops will have to take considerable care to produce appealing images and enthralling acoustics. Additionally, since customers cannot physically engage with products, expect to see an increase in marketing strategies like free shipping and tester products to entice customers to buy products after risk-free testing. On the other hand, the metaverse’s constraints might suggest fresh possibilities and useful insights in the real
world. After all, a number of in-store retail advances, such as mobile payment choices and the ability to buy online and pick up in-store, were made possible by the disruptive rise of smartphone technology.

We can follow the metaverse’s development from isolated VR experiences to the more immersive AR experiences that have an impact on the current world today, but it is impossible to forecast how, when, or even if it will mature. Users can import virtual objects and interact with them in the real world in real time using augmented reality (AR). The line separating the real world and the virtual one is getting even more hazy. Recently, this has become very clear. At the height of the global health pandemic, VR and AR changed the game for many eCommerce stores selling things that were previously more difficult to sell online. A platform in its own right. The metaverse shouldn’t be considered just another website or app. Its capacity to affect both our physical and virtual lives makes it a potent platform in and of itself. Just thirty years ago, you would have visited a store in the three-dimensional physical world if you went shopping. Then, with the development of the internet, shopping changed into a two-dimensional screen-based experience. How we connect with the commercial world has changed functionally and spatially thanks to the internet. We are moving closer to an immersive three-dimensional shopping experience thanks to the metaverse. Have you ever purchased something online and picked it up later in person? Have you ever had an item mailed to you after speaking with a store associate? The same technologies and interfaces that we use shape us just as much as they shape the technologies and interfaces we use.