Introduction: The Rise of Metaverse Shopping
The concept of metaverse shopping has rapidly evolved from a futuristic idea into a tangible reality for many consumers. In simple terms, metaverse shopping refers to buying goods or services within immersive virtual worlds – often using VR (virtual reality) or AR (augmented reality) technologies – to recreate the feel of an in-person store visit. Retailers are exploring these metaverse shopping experiences to engage tech-savvy shoppers in new ways. But how do consumers actually feel about shopping in the metaverse? Recent surveys and shopper studies in 2024 and 2025 reveal insightful trends about adoption, preferences, and the future of commerce in these virtual spaces. This article analyzes the latest shopper insights from consumer surveys to understand what metaverse retail means for shoppers and brands in 2025, and how businesses can capitalize on this emerging channel.
What Is Metaverse Shopping and Why It Matters
Metaverse shopping combines the convenience of e-commerce with the immersion of physical retail. It involves virtual stores, 3D showrooms or even entire metaverse shopping malls where customers navigate as avatars, interact with products in 3D, and make purchases just as they would in a real store. The goal is to blur the line between online and offline shopping by making the experience more engaging and lifelike. For consumers, this promises a richer, more interactive way to shop from anywhere. For retailers, the metaverse offers a new channel to reach global audiences 24/7 with creative brand experiences. Major companies like Walmart, Nike, and Amazon are already counted among key players investing in metaverse retail, underscoring why the industry is paying close attention. Simply put, metaverse commerce matters because it represents the next evolution of digital shopping – one that could revolutionize customer engagement and retail revenues in the coming years.
Consumer Adoption: Are Shoppers Ready for the Metaverse?
Consumer adoption of the metaverse is still in early stages, but interest is high and growing. A recent YouGov Metaverse survey in early 2025 found that 26% of U.S. adults have used the metaverse in the past 12 months. Among those who own a VR headset (a smaller subset of tech enthusiasts), usage jumps to an impressive 80%. This suggests that as access to VR/AR hardware grows, more shoppers will dip into virtual worlds. Even among those who haven’t tried it yet, curiosity is strong – an Accenture survey reports 83% of consumers are interested in making purchases via the metaverse. In fact, nearly 90% of consumers express a desire to “get involved” with the metaverse in some way. These findings indicate a sizable portion of the public is ready and willing to explore virtual shopping when given the opportunity.
That said, awareness is still catching up. Earlier research noted that as of 2022 only about 10% of consumers had actually engaged in any metaverse platform, partly due to limited exposure. But fast-forward to 2025 and we see that one-quarter of shoppers have now stepped into these 3D worlds – a significant uptick in adoption. Generationally, younger consumers lead the charge: Gen Z and Millennial shoppers are the most enthusiastic, having grown up with video games and social virtual spaces. In one survey, 40% of Gen Z and 40% of Millennials (versus one-third of all adults) said they are interested in shopping for real or virtual products in brand-created metaverse environments. This younger cohort views the metaverse as a natural extension of the online experiences they already enjoy. As more Gen Z consumers gain purchasing power, their comfort with virtual environments is a strong signal that metaverse commerce will keep rising.
Metaverse Shopping Experiences in 2025
What does shopping in the metaverse actually look like for those who have tried it? Current metaverse users report engaging in a variety of activities – from entertainment to social events – and commerce is emerging as part of the mix. According to the YouGov survey, about 22% of metaverse users have shopped for physical products in a virtual world within the last year. This means they’ve visited a virtual store or mall, browsed items as 3D models, and likely purchased tangible products that were then delivered in real life. Another slice of users (around 18%) have attended virtual brand events or promotional experiences, which often include limited product drops or interactive showcases that blend marketing with shopping.
Beyond buying physical goods, virtual merchandise and digital collectibles are a big part of metaverse shopping. For example, purchasing avatar clothing, skins, or NFTs within games and virtual worlds is now commonplace – nearly 74% of Gen Z and 62% of all consumers have bought some form of digital item in an online video game. These virtual purchases (e.g. a new outfit for a character, or a unique NFT artwork) are essentially the digital equivalent of shopping and indicate that consumers (especially younger ones) are already comfortable spending real money on virtual assets. This trend is important for retailers because it shows an appetite for virtual goods that could translate into new revenue streams. Fashion and luxury brands have noticed, hosting virtual fashion shows and selling branded digital wearables for avatars. The metaverse shopping mall concept is also taking shape – brands create their own immersive storefronts on platforms like Decentraland, Roblox, or Fortnite Creative, sometimes banding together in virtual districts or events (such as Metaverse Fashion Week) to attract crowds much like a mall does. The Obsess “Metaverse Mindset” study highlighted that young shoppers actually see the metaverse as a “modern shopping mall” where they can hang out, socialize and shop their favorite brands all in one place. This underscores that the social, exploratory aspect of a metaverse shop is as valuable as the transaction itself.
What Shoppers Want from a Metaverse Shop
Early adopters are teaching us what a good metaverse shopping experience should entail. Surveys of users point to several must-have features if the goal is to keep shoppers satisfied in a virtual store. According to YouGov’s 2025 data, the quality of the visuals and environment comes first, with 54% of metaverse users prioritizing high-quality graphics and immersive visuals. Shoppers want the virtual store to be richly rendered and lifelike – the more realistic (or artistically impressive) the 3D world, the better it replicates the experience of being in a cool physical store or mall. The next most valued feature is social interaction: 47% of users said having the ability to interact with friends or other shoppers in the metaverse is important to them. This aligns with the idea of the metaverse as a communal space – much like going to the mall with friends, people enjoy socializing while they shop virtually.
Other features that rank highly include a smooth, seamless user experience (44% value an interface that’s easy to navigate without glitches) and affordability – 38% prioritize experiences that are free-to-play or don’t require expensive fees. Security and privacy are also notable concerns for over one-third of users; they want assurance that their data and transactions are safe in these new platforms. Personalization and novelty play a role too: roughly 29% appreciate options like customizing their avatars or seeing cross-platform compatibility (being able to use the same virtual items across different games/worlds). Virtual shopping features themselves – like the ability to easily buy products in-world – appeal to about a quarter of users. While that 24% figure for shopping features is lower than the demand for, say, good graphics, it still indicates a significant chunk who do care about commerce capabilities in the metaverse. As platforms mature, we can expect shopping functionality to improve and perhaps draw even more interest.
In summary, metaverse shoppers want an experience that is visually stunning, socially interactive, and easy to use, with integrated commerce that feels natural. Retailers venturing into this space should focus on quality 3D design, community features (like chats or multiplayer events), and a frictionless purchase process (e.g. one-click checkout or shoppable hotspots on virtual products). When done right, a metaverse shop can captivate visitors far longer than a flat website would – fulfilling not just a purchasing need but also entertainment and social needs.
Benefits of Metaverse Commerce for Shoppers and Retailers
Both consumers and businesses stand to gain unique benefits from metaverse retail, which is why investment in this area is accelerating. For shoppers, one obvious advantage is better visualization and try-before-you-buy confidence. In a virtual store, you can examine a 3D product from every angle, see it to scale, or even virtually try it on (for example, preview how a couch looks in your living room or how a jacket fits on your avatar). This richer product interaction makes online shopping feel more like real-life shopping, helping customers make informed choices. It’s fun and convenient – you get the experiential aspect of going to a store without leaving home. There’s also a discovery element: virtual environments can be designed to encourage browsing and serendipitous finds, not just typing in a search bar. And for those who love novelty, exploring a beautifully crafted virtual showroom or fantastical mall is an entertaining experience in its own right.
For retailers, the business case for metaverse shopping experiences is becoming compelling. Immersive virtual stores have been shown to increase customer engagement and sales conversions significantly. Industry research by Coresight found that 88% of brands and retailers who invested in virtual stores saw an increase in total sales as a direct result. This uplift is attributed to the engaging nature of these experiences: shoppers spend far more time in virtual stores than on traditional e-commerce sites. In fact, brands using Obsess’s platform have reported session durations up to 10× longer in their 3D virtual stores compared to regular websites. The longer a customer stays interacting with a brand, the more likely they are to purchase – which explains why some companies even saw conversion rates jump by 75% in virtual stores versus their flat online storefront. Another benefit observed is higher average order values; one beauty brand saw AOV climb 35% in its virtual store, as shoppers engaged with more products.
From a marketing perspective, metaverse commerce opens fresh opportunities too. It provides a wow-factor that can attract media attention and differentiate a retailer from competitors. Virtual flagship stores or events can boost brand image, especially among younger audiences. They also allow global reach without physical logistics – anyone anywhere can “walk into” your virtual shop if they have an internet connection. This 24/7 accessibility means even smaller businesses can invite international customers to experience their brand world. Additionally, features like interactive storytelling, gamified shopping quests, or virtual events (product launches, fashion shows, etc.) can deepen customer loyalty and create a community around the brand. All of this contributes to a stronger emotional connection with consumers, something surveys show is increasingly important in retail. In short, when executed well, metaverse retail isn’t just a gimmick – it can drive meaningful business growth while delighting customers in new ways.
Challenges: Why Some Shoppers Remain Hesitant
If the metaverse is so promising, one might ask: what’s holding some consumers back from metaverse retail right now? Surveys of non-users and cautious adopters reveal a few key barriers to metaverse shopping. The number one issue cited is technology cost and access. Many virtual experiences are best enjoyed with a VR headset or AR-capable device, and 29% of people say they’d be more inclined to join the metaverse if the required equipment were cheaper. High-end VR gear can be expensive, which naturally limits who can fully immerse themselves in a 3D store. However, it’s worth noting that many platforms can also be accessed via a normal web browser or smartphone (albeit in less-immersive form), and those options are growing as developers aim for broader reach.
Another common hesitation is the lack of compelling content or clear value for the average person. About 23% say they would need more activities or experiences that interest them to give metaverse shopping a try. This puts the onus on retailers and metaverse platforms to create truly engaging shopping experiences – if early versions are too clunky, limited, or gimmicky, people may not feel it’s worth their time. Security and privacy concerns are another barrier, noted by roughly 1 in 5 non-users. Shoppers want to trust the platform before they hand over personal data or payment info, especially after years of news about data breaches in tech. Ensuring robust security, transparent privacy policies, and perhaps even decentralized trust systems (like blockchain for transactions) will be important to win over skeptics.
Interestingly, 19% of people said they’d be more interested if they could access the metaverse without a VR headset – essentially, they want the option to explore in 2D or AR rather than being forced into VR. This is a valid point: not everyone enjoys wearing a headset or is physically comfortable doing so (motion sickness is a real issue for some). The good news is many metaverse shopping platforms are indeed accessible via PC or phone in a non-VR mode, and improvements in AR (augmented reality) mean experiences can be delivered through a simple camera phone.
Finally, there is a segment of consumers who are simply unconvinced or disinterested in the metaverse hype. In the YouGov poll, about 31% of American adults said no brand’s presence or offering would entice them into the metaverse. These individuals may perceive virtual worlds as just video games or fads, or they prefer traditional shopping and see no need to change. It will likely take time, mainstream success stories, and perhaps generational turnover for this group to diminish. Retailers venturing into the metaverse should be aware that while many shoppers are enthusiastic, others will need more convincing – and some may never care to join. The key is to address the solvable barriers (cost, content, security) and not to over-hype the tech for those who are skeptical. As the hardware becomes cheaper, the experiences richer, and the benefits clearer, adoption should steadily grow.
Gen Z Shoppers and the Metaverse Mall Mentality
It’s impossible to discuss metaverse shopping without highlighting Gen Z, the demographic cohort born roughly in the late 1990s through 2010s. These young consumers are truly the vanguard of the metaverse era. Having grown up immersed in online games, social media, and digital connectivity, Gen Z is often the first to try new virtual platforms – and their shopping expectations are reshaping retail strategies. Surveys consistently show Gen Z is more likely than older generations to demand that brands have a metaverse presence. In the Obsess consumer study, 60% of Gen Z respondents said brands should sell their products on metaverse platforms. Their reasoning? Over half of those supporters felt that people should be able to shop anywhere they go online (mirroring the always-online lifestyle), and 45% said that metaverse environments should serve as virtual shopping malls for convenience. In other words, young shoppers see the metaverse as a natural extension of e-commerce – a place to discover and buy cool stuff while they hang out virtually.
Gen Z’s enthusiasm is backed up by their behaviors. Recall that about three-quarters of Gen Z gamers have already spent money on virtual goods in games. They’re comfortable with the concept of owning digital fashion or accessories, which makes them receptive to brands offering both virtual merchandise and real products in a mixed experience. This generation also values experiences and community. A plain old website or a static product catalog is not going to wow them – but an interactive 3D space with shareable moments might. Retailers have responded by creating special metaverse events aimed at Gen Z: for example, Nike’s Nikeland world in Roblox attracted millions of visitors who played games and dressed their avatars in Nike gear; Gucci’s virtual garden in Roblox sold limited digital handbags that resold for higher prices than the physical ones. These stunts indicate that Gen Z and even Gen Alpha (the next generation) view virtual brand interactions as meaningful.
For Gen Z, a trip to a metaverse shopping mall could be the 2030s equivalent of what a trip to a suburban mall was for teens in the 1990s – a place not just to buy things, but to socialize and be entertained. Retailers targeting this group should embrace creativity and storytelling in their metaverse storefronts. The environment can’t be just a dull VR version of a catalog; it needs to offer experiences. Think mini-games, interactive displays, stylish virtual hangout zones, and limited-edition drops that create FOMO (fear of missing out). Gen Z is also very vocal on social channels, so a positive metaverse shopping experience can quickly be amplified by user-generated content, turning customers into brand ambassadors. On the flip side, if an experience is glitchy or boring, they won’t be shy to call it out. Thus, focusing on high quality (both technically and in content) is crucial when aiming to delight this digitally native generation. Brands that succeed in the metaverse for Gen Z will likely earn long-term loyalty as these consumers grow older and their spending power increases.
Trends in Metaverse Retail and Commerce Strategies
As we look at metaverse commerce heading into 2025, several trends and best practices are emerging for businesses. First, many retailers are treating virtual stores as a complement to their existing channels, not a replacement. For instance, a company might launch a 360° virtual showroom online to showcase products in an interactive way, alongside its regular website and physical stores. This omnichannel approach recognizes that different customers will engage in different ways – some might browse the 3D shop for inspiration and then purchase on the 2D website, or vice versa. The data so far is encouraging: integrating immersive content tends to lift performance across the board. We’ve seen that virtual stores drive more traffic to product pages (in one study, 77% of companies saw increased product page clicks after launching a virtual store), meaning the metaverse experience can feed customer interest back into the main e-commerce funnel.
Another trend is the use of AR for “try-before-you-buy” in everyday mobile shopping. While full VR metaverse worlds grab headlines, augmented reality features (accessible through a smartphone camera) are a simpler form of metaverse shopping already being widely adopted. Think of furniture retailers letting you project a 3D couch into your living room via your phone, or cosmetics brands with AR filters to test makeup shades. Surveys show 71% of consumers would shop more often if they could use AR/VR to try products – underlining the appeal of these features. Retailers are responding by embedding AR try-on tools in their apps and sites. This bridges the gap between the current state of online shopping and the more immersive future; indeed, it eases customers into 3D interactivity without requiring a headset or a separate virtual world account. For the retailer, it’s often a quick win: providing AR views of products has been shown to increase conversion rates and reduce returns (since customers have a better sense of the item before buying).
On the fully immersive end, branded virtual worlds and events are being experimented with across industries. Fashion and beauty brands have been early movers – hosting virtual runway shows, opening digital boutiques, and selling NFT collectibles. Entertainment and media companies also see promise, for example with virtual concerts where fan merchandise can be bought on the spot in the virtual venue. Even metaverse shopping malls are being developed by tech providers, offering virtual real estate where multiple brands can set up shop and benefit from shared foot traffic. Companies like Meta (Facebook) and Roblox are partnering with retailers to create these persistent virtual commerce hubs. The strategy often involves collaboration: a gaming platform provides the audience and environment, while the retailer provides the content and products, resulting in a win-win (players get new experiences, brands get exposure and sales).
Internal data integration and analytics are quietly becoming a crucial part of metaverse commerce strategies as well. Just as websites track clicks and conversions, virtual stores can track how users navigate the 3D space, what they interact with, and where they spend time. Heatmaps of a virtual store can show which displays attracted the most attention, guiding retailers to optimize layouts (much like a physical store manager would). This data-driven approach means the metaverse isn’t just a marketing experiment – it can be continually refined for better ROI. Some platforms are integrating AI to personalize the experience for each shopper, akin to how online stores recommend products. For example, a virtual shop could detect that a user lingered on athletic shoes and then have an AI avatar approach them offering more info or a discount on sneakers, tailoring the experience in real-time. These sophisticated tactics hint at the future: metaverse retail could become as optimized and personalized as today’s e-commerce, but with the added benefit of rich immersion.
Preparing for a Metaverse Shopping Future
All signs point to the metaverse becoming an increasingly important part of the retail landscape. Analysts project explosive growth for this sector – one forecast estimates the global metaverse retail market will soar from about $33.7 billion in 2024 to over $1.5 trillion by 2034, reflecting a staggering 47% CAGR. While such long-term estimates can be speculative, they underscore a broad expectation: immersive tech and digital commerce will continue to converge. For businesses, the takeaway is that now is the time to formulate a metaverse strategy. This doesn’t mean every retailer should drop everything and build a VR store immediately. However, exploring pilot projects – like creating a small virtual showroom for a product line, or partnering with a platform for a limited-time event – can provide valuable learnings. Early movers have the advantage of learning what resonates with their audience and establishing a presence before the space gets crowded. At the same time, they can position themselves as innovative and forward-thinking, which is a branding boost in itself.
From the consumer side, we can expect that as technology improves, adoption will broaden. The hardware barrier is already slowly coming down (for example, the entry of new devices like AR glasses or more affordable headsets will expand access). Big tech investments, such as Apple’s Vision Pro and other spatial computing devices, signal that immersive experiences could hit the mainstream in the next 5 years. With faster networks (5G/6G) and better graphics capabilities even on mobile, the quality and convenience of metaverse shopping will only get better. What might seem niche today – like attending a virtual product launch event or buying groceries in a 3D VR store – could become as routine as online shopping with a smartphone is now. Consumers may not even call it “the metaverse”; it could simply be seen as an extension of the internet where 3D spaces are common.
For retailers and brands, staying informed on shopper insights in this domain is crucial. Just as one would monitor e-commerce analytics or social media trends, keeping a pulse on metaverse user behavior will guide successful execution. What do your customers want to do in a virtual environment? How comfortable are they with the tech? Which platforms are popular for your target demographic? These are the kinds of questions whose answers will evolve year by year. Companies can leverage consumer surveys (similar to the ones cited in this article) and their own pilot program data to refine their approach. There’s also an ecosystem of service providers emerging – from developers of virtual store environments to consultants specializing in virtual event marketing – to help navigate this new frontier. For instance, adopting a virtual store solution from an experienced provider can let a retailer launch an immersive shop relatively quickly, without having to build the tech from scratch. Many such solutions support integration with existing e-commerce systems (so inventory and checkout are synced), making the barrier to entry lower.
Conclusion: Embracing the New Era of Retail
The metaverse shopping revolution is well underway, blending gaming, social media, and retail into a single immersive experience. Consumer surveys in 2025 paint a clear picture: interest in metaverse commerce is high – especially among Gen Z and Millennials – and those who have tried it are finding real value, from enjoyment to convenience. Shoppers are beginning to view virtual environments as legitimate places to browse and buy products, whether digital or physical. At the same time, brands that have invested in this space are reaping rewards through greater engagement, higher sales, and invaluable experience in what many believe will be a dominant retail channel in the future. There are challenges to overcome (cost, content, and trust issues, among others), but these are actively being addressed as the technology matures.
In 2025, shopping in the metaverse is shifting from a novelty to a normal extension of omni-channel retail. Forward-thinking retailers should consider how they can weave these immersive experiences into their customer journey – not as a gimmick, but as a genuine value-add. Whether it’s through a virtual showroom that complements physical stores, AR try-on features in a mobile app, or a full-fledged virtual storefront in a popular metaverse platform, there are many levels at which to participate. The key is to focus on the customer: design experiences that genuinely delight and assist shoppers, and the ROI will follow. As with any innovation, starting small and learning is a smart approach. Monitor how your audience responds, gather feedback, and iterate.
For consumers, the metaverse offers exciting possibilities to make online shopping more fun, interactive, and personalized. It brings a sense of exploration and social connection that has sometimes been missing in e-commerce. As more brands roll out these experiences, shoppers will have increasing opportunities to try them out – and to decide what role they want the metaverse to play in their lives.
In conclusion, the metaverse is shaping up to be the next frontier of retail and commerce. Those businesses that experiment and adapt early will be well-positioned to lead in this new era. And shoppers, particularly the digitally native generations, are ready to embrace virtual shopping when it’s done right. The store of the future may not be a physical location at all, but a boundless digital world limited only by imagination. Brands and consumers alike are now co-creating that future, one virtual shopping trip at a time. Welcome to the metaverse mall – happy shopping!
Sources: Recent consumer surveys and industry reports on metaverse retail have informed this article’s insights, including data from YouGov’s February 2025 metaverse survey, the Obsess “Metaverse Mindset” consumer study, Accenture’s global consumer research, and Coresight/Obsess retail analytics, among others. These sources provide a comprehensive view of shopper sentiments and retail outcomes in the metaverse arena as of 2024-2025.
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