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Retailing in the metaverse: A framework of managerial considerations for success

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  • Eggenschwiler, Matthias
  • Linzmajer, Marc
  • Roggeveen, Anne L.
  • Rudolph, Thomas

Abstract

Despite substantial buzz about the Metaverse—a computer-mediated environment in which people act in real-time as avatars in virtual worlds—retailers remain unclear about whether and how they should integrate the Metaverse into their business. Nor has academic research offered clear answers. The current research therefore explores the phenomenon of Metaverse retailing from a managerial perspective, using three qualitative studies involving top- and mid-level managers to understand key managerial considerations for entering the Metaverse in the short- and long-term, as well as one survey of Metaverse users to understand important design factors for the customer experience. A proposed research agenda also offers guidance for generating further insights into areas of strategic importance for managers.

Suggested Citation

  • Eggenschwiler, Matthias & Linzmajer, Marc & Roggeveen, Anne L. & Rudolph, Thomas, 2024. "Retailing in the metaverse: A framework of managerial considerations for success," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924000870
    DOI: 10.1016/j.jretconser.2024.103791
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    References listed on IDEAS

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    3. Hu, Lala & Olivieri, Mirko & Giovannetti, Marta & Cedrola, Elena, 2025. "The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    4. Gleim, Mark R. & McCullough, Heath & Gabler, Colin & Ferrell, Linda & Ferrell, O.C., 2025. "Examining the customer experience in the metaverse retail revolution," Journal of Business Research, Elsevier, vol. 186(C).
    5. Kita, Pavol & Čvirik, Marián, 2024. "Retailer processes centred on the food market as the main determinate of business models in the context of retail size," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    6. Rahman, Syed Mahmudur & Chowdhury, Noman H. & Bowden, Jana Lay-Hwa & Carlson, Jamie, 2025. "Metaverse platform attributes and customer experience measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
    7. Singh, Rajesh Kumar & Goel, Pooja & Garg, Aashish & Struweg, Ilse, 2025. "Exploring participation intentions in metaverse-based retail stores: Implications for commute reduction," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    8. Simonetti, Aline & Bigne, Enrique & Rico Navas, Luis Fernando, 2025. "Consumer brand choice in the metaverse: Exploring personal and social factors," Technological Forecasting and Social Change, Elsevier, vol. 213(C).
    9. Vinoi, Nivin & Shankar, Amit & Agarwal, Reeti & Alghafes, Rsha, 2025. "Revolutionizing retail: The transformative power of service robots on shopping dynamics," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    10. Kim, Jungkeun & Cho, Areum & Lee, Daniel Chaein & Park, Jooyoung & Kim, Aekyoung & Jhang, Jihoon & Kim, Changju, 2025. "Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: The role of perceived authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).

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