A 2025 peer-reviewed study finds that metaverse retail environments – featuring avatars, immersive 3D product views and game-like store layouts – create significantly stronger feelings of awe, trust and engagement than conventional online shopping.
Researchers report that these interactive, visually rich “servicescapes” allow shoppers to replicate and even exceed in-store browsing experiences while building confidence in product quality. The findings suggest omnichannel leaders like Walmart could gain a competitive edge by expanding immersive commerce initiatives.
