Adoption Potentials of Metaverse Omnichannel Retailing and Its Impact on Mass Customization Approaches

With the emergence of Web3, metaverse and virtual reality technologies, both retailers and brand manufacturers are entering a new era centered on hyperactive and highly engaged consumers. The growth and size of the market allow all ambitious companies to respond innovatively to the challenges of branding, integrated marketing communication, clienteling, retailtainment, and customer experience through virtual co-creation processes within mass customization approaches. The article aims to understand better how to seize current and future opportunities for retailers and implement omnichannel solutions that are avant-garde, personalized, and more relevant to consumers. The objective is to analyze human beings’ readiness to use metaverse channels in the context of omnichannel retailing. We set the ground for understanding if an immersive experience allows the subsequent consumption of specific products: highly visualize to buy better and smarter. Thus, the article illustrates the likelihood that individuals will use the virtual channel for their shopping needs, the factors that may influence this willingness, and what a metaverse environment might look like in the retail industry. The exploratory quantitative study was conducted in July 2022. The final sample of the survey, after quality controls, was composed of 286 participants from different continents. The study shows respondents’ resistance to buying products, especially digital assets, within the metaverse. Familiarity, enthusiasm, and conviction are essential drivers for using the virtual channel. Consumers who appreciate personalized offers and a sense of belonging to a brand show a higher likelihood of purchasing in the metaverse. The findings reveal promising opportunities for building communities and co-creating and customizing products, with furniture and clothing likely having the most significant potential in the metaverse. On the other hand, privacy and security risks are sub-stantial concerns, indicating that there are still many challenges to overcome.