From E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual Shopping

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Suggested Citation

Pfeiffer, J. (2023). From E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual Shopping. NIM Marketing Intelligence Review, 15(2) 10-17. https://doi.org/10.2478/nimmir-2023-0011

Year

2023

Authors

Prof. Dr. Jella Pfeiffer

Publication title

From E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual Shopping

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NIM Marketing Intelligence Review

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Keywords: Virtual Commerce, Virtual Consumer Experience, Virtual Shopping, Metaverse

Abstract:
Virtual commerce has the potential to transform the shopping experience. It is highly interactive and can create immersive experiences when consumers wear head-mounted displays. Benefits include increased telepresence, better size and proportion judgement, customizable shopping environments, highly personalized decision support and social interaction opportunities. Technological advances in VR hardware, such as improved display resolution and reduced motion sickness, contribute to a more seamless and enjoyable shopping experience. These benefits can lead to higher purchase rates. However, there are also privacy concerns due to the many ways in which data can be collected. While the future of VR shopping is difficult to predict, AR applications are already well established. Tech giants, research institutions, and startups will play a critical role in shaping the future of virtual commerce.

Authors

Prof. Dr. Jella Pfeiffer, Professor of Business Administration and Information Systems, University of Stuttgart

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