Metaverse In E-commerce Market Size, Share & Trends Analysis Report By Platform (Desktop, Mobile/Tablets, AR/VR Headset), By Technology, By Application, By Region, And Segment Forecasts, 2024 - 2030

Metaverse In E-commerce Market Trends

The global metaverse in e-commerce market size was estimated at USD 11.11 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 40.0% from 2024 to 2030. The integration of blockchain technology is also driving the metaverse's impact on e-commerce. Blockchain ensures secure and transparent transactions within the virtual space, addressing concerns related to trust and security in online shopping.

Smart contracts and non-fungible tokens (NFTs) can be utilized to authenticate and verify the ownership and uniqueness of virtual goods, creating a new paradigm for digital asset ownership within the metaverse.

The growing influence of virtual and augmented reality technologies further propels the adoption of the metaverse in e-commerce. These technologies enable e-commerce platforms to offer increasingly realistic and immersive experiences. Virtual try-on experiences, where customers can virtually test products before making a purchase, become more sophisticated, contributing to increased customer confidence and reducing the likelihood of returns.

Furthermore, the metaverse allows users to interact with others in a shared virtual space, creating opportunities for social engagement and collaboration. E-commerce platforms within the metaverse can integrate social features, such as virtual shopping parties, shared wish lists, and collaborative decision-making, fostering a sense of community among users. The social aspect of the metaverse enhances the e-commerce experience, making it more dynamic, interactive, and reflective of real-world social interactions.

The integration of artificial intelligence (AI) and machine learning (ML) technologies is driving the metaverse in e-commerce growth. AI-powered virtual assistants and chatbots within the metaverse can enhance the customer service experience by providing personalized recommendations, answering queries, and guiding users through virtual shopping. AI in the metaverse contributes to the overall efficiency of e-commerce interactions, streamlining processes and improving user satisfaction.

The COVID-19 pandemic has positively impacted how businesses operate, accelerating the integration of the metaverse in the e-commerce market. With its immersive and interactive virtual environments, the metaverse emerged as a solution to replicate some aspects of the in-person shopping experience that were lost during the pandemic. E-commerce platforms within the metaverse provide users with a sense of presence and engagement, addressing the challenges posed by physical store closures and restrictions.

The metaverse in e-commerce also addresses the social and experiential aspects of shopping disrupted by the pandemic. With lockdowns limiting social interactions and physical shopping experiences, the metaverse became a space where users could engage with friends, share shopping experiences, and enjoy a sense of community. Virtual events, social gatherings, and shared experiences within the metaverse contribute to the revival of a social dimension in e-commerce, allowing users to connect and interact in ways reminiscent of pre-pandemic shopping experiences.

Market Concentration & Characteristics

The market growth stage is high, and the pace of the market growth is accelerating. The metaverse in the e-commerce market is characterized by a high degree of innovation owing to the rise of non-fungible tokens (NFTs) and the digital ownership economy. NFTs, representing ownership of unique digital assets, can be integrated into virtual commerce within the metaverse. It introduces a novel concept of digital ownership, where users can buy, sell, and trade unique virtual items. The prospect of owning exclusive digital assets, such as virtual fashion items, artwork, or collectibles, adds a layer of scarcity and value to virtual commerce, creating new opportunities for creators, brands, and consumers.

The drive for innovation in payment systems and financial transactions drives the metaverse in e-commerce. The metaverse provides an ideal space for experimenting with novel payment methods, including cryptocurrencies and decentralized finance (DeFi) solutions. Blockchain technology, often integral to the metaverse, facilitates secure and transparent transactions, allowing for exploring alternative payment ecosystems. This innovation in financial transactions aligns with the evolving landscape of digital currencies and offers users diverse and flexible payment options within the virtual commerce space.

The metaverse in the e-commerce market is characterized by a medium level of leading players' merger and acquisition (M&A) activity. The mergers and acquisition activities were majorly carried out for growth and expansion by the businesses.

The increasing prevalence of mobile and wearable devices drives the integration of the metaverse into e-commerce. As more users access virtual environments through smartphones, tablets, and wearables, the metaverse adapts to provide seamless experiences across these devices. E-commerce platforms within the metaverse can leverage the ubiquity of mobile devices to reach a broader audience and offer users the flexibility to engage in virtual commerce from anywhere. This emphasis on mobile accessibility aligns with the evolving digital landscape, where users expect convenience and mobility in their online interactions, making the metaverse a versatile and accessible platform for e-commerce.

The rise of 5G technology catalyzes the metaverse's integration into e-commerce by enhancing connectivity and enabling low-latency interactions. The high-speed and low-latency capabilities of 5G networks provide a foundation for seamless and immersive experiences within the metaverse. E-commerce platforms can leverage this enhanced connectivity to deliver high-quality graphics, real-time interactions, and instant access to virtual environments. The integration of 5G technology aligns with the industry's pursuit of faster and more responsive online experiences, positioning the metaverse as a technologically advanced space for e-commerce activities.

Platform Insights

AR/VR headsets segment led the market in 2023 with the largest revenue share of 41.8%. The enhanced visual and sensory experiences is driving the AR/VR headset segment growth. AR/ VR headsets provide users with high-quality visuals, spatial audio, and haptic feedback, creating a multisensory environment within the metaverse. This increased sensory experience translates to more realistic product interactions and a deeper connection between users and the virtual shopping environment. Furthermore, these headsets provide users a hands-free and intuitive way to navigate virtual spaces, browse products, and complete transactions. The user-friendly nature of AR/VR headsets aligns with the industry's focus on enhancing user experiences and simplifying virtual shopping.

The mobile/ tablets segment is projected to grow at the fastest CAGR over the forecast period. With the widespread adoption of mobile devices and tablets, users can seamlessly access virtual environments within the metaverse, transforming their devices into gateways for immersive and interactive online shopping experiences. The ubiquity of mobile and tablet devices contributes to the metaverse's accessibility, allowing a broad user base to engage in virtual commerce. This mobile-centric approach aligns with the evolving digital landscape, where users expect convenience and mobility in their online interactions, making the metaverse a versatile and accessible platform for e-commerce.

Technology Insights

Based on technology, Virtual reality (VR) & augmented reality (AR) segment led the market in 2023 with the largest revenue share of 35.8%. The integration of VR and AR technologies drives the demand for real-time and interactive customer support in e-commerce. Virtual storefronts within the metaverse can incorporate AI-powered virtual assistants, chatbots, and interactive guides that utilize VR and AR to provide users with immediate and personalized assistance. These technologies enhance the customer support experience, offering users interactivity and guidance beyond traditional online support methods.

The edge computing segment is projected to grow at the fastest CAGR over the forecast period. The demand for enhanced security and privacy in metaverse interactions further drives the adoption of edge computing. By processing data at the edge, sensitive information can be kept closer to the source and potentially within a user's device, reducing the need for extensive data transfers and minimizing security risks associated with centralized processing.

Application Insights

Based on application, Virtual events segment held the largest market revenue share of 77.4% in 2023. The growing importance of social commerce and community building drives the integration of the virtual events segment into the metaverse. Virtual events within the metaverse provide a social layer to e-commerce, allowing users to connect in real-time, share experiences, and collaboratively explore products and services. Businesses can foster a sense of community by hosting virtual events that encourage social interactions, discussions, and user-generated content. This social aspect of virtual events contributes to the metaverse's role as a platform for social commerce, where users can engage in e-commerce activities within a community-oriented and interactive environment. For instance, in June 2023, Decentraland hosted its third annual Metaverse Pride event, a three-day festival aimed at providing engaging experiences, showcasing art, fashion, and cultural exhibitions, and giving visibility to its members. The event attracted a staggering 45.8 million attendees. The festival served as a platform for visitors to learn about the community, its values, and its members' contributions to the Metaverse ecosystem. The event offered a variety of activities, including interactive exhibitions, live music performances, and panel discussions on various topics related to the metaverse and its future.

The virtual stores segment is projected to witness the fastest CAGR over the forecast period. Virtual stores allow businesses to showcase products in detailed 3D formats, create immersive product displays, and offer interactive elements such as virtual try-on experiences. The metaverse's ability to deliver visually rich and interactive content within virtual stores enhances the overall appeal of e-commerce, providing users with a more dynamic and engaging shopping experience beyond traditional online retail interfaces.

Regional Insights

North America led the market in 2023 with largest share of 33.1% of the global revenue. Security and privacy concerns influence the integration of the metaverse into e-commerce. Companies are investing in technologies like blockchain to enhance the security and transparency of transactions within the metaverse, addressing consumer concerns and fostering trust. The commitment to data security aligns with North America's regulatory landscape and the emphasis on protecting consumer privacy. In addition to personalization, the demand for enhanced visualizations and product demonstrations is accelerating the adoption of the metaverse in North American e-commerce. This visual appeal contributes to a more compelling and informative online shopping experience.

Asia Pacific is anticipated to witness the fastest CAGR over the forecast period. The rapid urbanization and changing consumer behaviors in the Asia Pacific contribute to integrating the metaverse in e-commerce. Businesses are responding by incorporating metaverse technologies to create virtual storefronts, interactive product displays, and virtual try-on experiences, aligning with the evolving preferences of Asia Pacific's digitally connected and discerning consumer base.

Moreover, the widespread adoption of 5G technology drives the market growth in Asia Pacific, facilitating seamless and high-quality virtual experiences. The increased bandwidth and low latency of 5G networks enable businesses to create more immersive and responsive metaverse environments, enhancing overall online shopping. As countries in the Asia Pacific roll out 5G infrastructure, businesses are leveraging this technological advancement to deliver cutting-edge metaverse experiences that cater to the region's tech-savvy consumers.

Key Companies & Market Share Insights

Key players operating in the market include Nvidia Corporation, Roblox Corporation, and Unity Technologies, Inc.

• Amazon.com Inc. is an e-commerce company. Amazon is renowned for its expansive e-commerce platform, offering many products, including books, electronics, apparel, and more. With investments in augmented reality (AR) and virtual reality (VR) technologies, Amazon users can engage in immersive and interconnected digital experiences. Amazon Sumerian, a platform for building AR, VR, and 3D applications, exemplifies the company's commitment to developing tools that contribute to the metaverse's evolution.

• Alibaba Group is a multinational conglomerate in e-commerce, technology, and various other sectors. The company's diverse portfolio of businesses spans e-commerce, cloud computing, digital media, entertainment, and innovative technologies. The company is actively investing in metaverse technologies and platforms that align with the concept of interconnected digital spaces. The company's augmented reality (AR), virtual reality (VR), and 3D modeling initiatives demonstrate its commitment to shaping the metaverse. Alibaba Cloud's efforts in creating immersive digital experiences further underscore the company's strategic positioning in the evolving landscape of the metaverse

Roblox Corporation, and Epic Games, Inc. are some of the emerging market participants in the global market.

• Epic Games, Inc., is an American video game and software development company. The company gained global prominence with the success of Fortnite. Fortnite's innovative approach to in-game events, virtual concerts, and collaborations with major brands has set Epic Games to create immersive digital experiences. The Unreal Engine's applications extend beyond gaming to film, architecture, and virtual production. This versatility positions Epic Games as a major player in providing the technological infrastructure for the metaverse development. The company's Unreal Engine 5, which emphasizes photorealistic graphics and immersive experiences, is poised to contribute significantly to the evolution of the metaverse.

• Roblox Corporation is a technology company specializing in developing and operating the Roblox platform, a widely popular online game creation and user-generated content platform. The company has become synonymous with the metaverse, offering a unique and immersive digital universe where users can create, share, and play games. Roblox has gained prominence for its user-friendly game development tools, fostering a community of millions of developers and players around the globe.

Recent Developments

• In May 2023, Amazon.com Inc. launched Amazon Anywhere, a shopping feature that allows users to buy physical products from the e-commerce giant within metaverse environments, including video games and mobile apps. The service starts with integration into Niantic's augmented reality game, Peridot. This game showcases distinctive virtual pets driven by artificial intelligence (AI). Peridot simplifies the process of in-app purchases for various items. Players in the Peridot game can link their Amazon accounts to the game, enabling them to seamlessly purchase merchandise such as t-shirts while immersed in the augmented reality experience.

• In December 2022, Forever 21 launched its inaugural fashion collection inspired by the Metaverse, the F21 Metaverse Collection, exclusively on Roblox. The collection includes hoodies and t-shirts intricately designed with elements drawn from the brand's virtual offerings. Forever 21 Shop City presented a limited-edition, tradable accessory collection on Roblox for the first time.

• In November 2021, Nike, Inc. collaborated with Roblox to launch a virtual store, Nikeland, within the Roblox online gaming platform. In this virtual store, players can access Nike-designed structures, fields, and arenas to engage in various mini-games, including tag, dodgeball, and The Floor Is Lava. Users are allowed to enter a digital showroom, allowing them to outfit their avatars with a selection of Nike apparel and explore the company's latest product offerings. Nike also can tease upcoming products or enable users, particularly children, to contribute to creating new items.

Metaverse in E-commerce Market Report Scope

Global Metaverse In E-Commerce Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this report, Grand View Research has segmented the global metaverse in e-commerce market report based on platform, technology, application, and region.

• Platform Outlook (Revenue, USD Million, 2018 - 2030)

  • Desktop

  • Mobile/Tablets

  • AR/VR Headset

• Technology Outlook (Revenue, USD Million, 2018 - 2030)

  • Blockchain

  • Virtual Reality (VR) & Augmented Reality (AR)

  • Edge Computing

  • Others

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Virtual Stores

  • Virtual Events

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

    • Netherlands

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Australia

  • Latin America

    • Brazil

    • Mexico

    • Argentina

  • Middle East and Africa (MEA)

    • Saudi Arabia

    • UAE

    • South Africa