Meta will take e-commerce to the next level

Creating a virtual shopping experience: retailers and brands warm up the engines

New e-commerce experiences, such as 3D virtual flagship shops and pop-up stores, are already being implemented to anticipate the advent of the metaverse. The aim is to create online shopping activities that are more dynamic and engaging than anything that we’ve experienced before. In short, it will no longer be about browsing and buying a product, but about interacting with retailers and other shoppers in a virtual space that looks and feels like a real store.

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How important will VR and AR devices be?

VR and AR headsets are already used to this effect in online gaming and fitness and they might be an important tool for other online experiences as well. Therefore, several companies are building devices for virtual and augmented reality and preparing to adapt their online shopping experience, currently limited to “simple” e-commerce websites.

VR and AR headsets are set to be gaming be more immersive, and in the same way they are likely to make immersive virtual shopping widely accessible.

A survey by Statista forecasts that more than 26 million AR and VR headsets will be sold by 2023, and a survey by Emerging Tech Brew and The Harris Poll reported that 23% of Americans have already used one of these devices.

Meta is also going with the flow. Its first VR headsets did not totally meet the customers’ needs, but the devices are being quickly upgraded as the technology evolves and they could definitely play a key role in the new immersive world of the metaverse.

The final goal is for everything to be metaverse, without being metaverse

Companies are already creating specific line items for immersive e-commerce in their budgets, and brands and retailers are following the technological evolution that makes this new scenario not only possible but imminent. At the same time, they are focusing on their target audience, to meet exactly the needs of their potential consumers. In short, they are creating new business models and investing in new virtual spaces, as they acknowledged the potential of digital events in a live 3D environment, particularly during the pandemic.

This process might end up paradoxically erasing the term “metaverse” itself. These new virtual experiences, in fact, could become just the new way of being online, rather than a separate part of the web. One day, perhaps, we will simply say ‘internet’, and the term “metaverse” will become just as obsolete as “cyberspace”.

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