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

Despite substantial buzz about the Metaverse -a computer-mediated environment in which people act in realtime 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.