Metaverse can be an interesting additional sales channel

Major French brands have already decided to invest in the metaverse to offer a new experience to consumers. Back to a relationship between the French’s interest in shopping in the metaverse and the challenges this immersive world brings to e-commerce companies.

Major French brands, such as Carrefour, Ubisoft and Louis Vuitton, have decided to invest in the metaverse in order to promote their products and offer their consumers a new shopping experience. In the first part of this study, 58% of French people who had already entered the metaverse declared that they had shopping and 62% of strangers are intrigued by the concept. These figures show that metaverse can be an interesting additional sales channel for both businesses and consumers.

Synonymous with speed and good deals for the French who have experienced them, online shopping continues to be popular. The surveyed e-shopping consumers tend to favor them to buy dematerialized goods such as travel and tourism activities (50%), event tickets (49%) or even music (37%). But also clothing (43%) and electronic devices (43%). While other material goods such as cars (76%), groceries (75%) and household items (56%) are still mostly bought in stores. For 55% of respondents interested in purchasing in this universe, this sales channel can allow them to test products using virtual reality. Other benefits were highlighted by this audience as:

  • Have a fun experience (48%)
  • Enjoy an ultra-personalized experience (43%)
  • Being able to discover the latest products without queuing or entering a store (41%)
  • Shop with ease (41%)

Metaverse, a new revolution for e-commerce?

In this survey, 87% of French people surveyed and intrigued by 3D shopping believe that this new technology can bridge the gap between online shopping and in-store shopping. Metaverse is already generating interest, especially among younger generations (58% of Gen Y and 66% of Gen Z) to shop there. And to a lesser extent among older generations (32% for baby boomers and 44% for Generation X).

The fashion sector is mentioned by the majority (77%) of French people who want to make their purchases in the metaverse, perhaps for the opportunity this universe offers to see clothes in 3D and try them on. The interest of these consumers is also aroused by other types of products, such as the purchase of electronic devices (44%), household goods (42%), travel and tourist activities (42%) and food (37%).


The French people asked, however, express some fears about this new technology. Indeed, 46% of metaverse-refractory or undecided French fear increasing dependence on technology or that it will replace reality in the long term (40%). Those who show interest in purchasing in this universe evoke the high price of the necessary equipment (45%) and fears regarding the lack of protection against fraud (39%) or even the protection of their personal data (37%). Metaverse may offer an interesting vision of the future of e-trade. For some of the French respondents, this technology can allow them to have innovative, fun and ultra-personalized shopping experiences and take advantage of online and in-store shopping. Companies that want to get in on this new trend, however, should take note of the fear it raises.

It should be noted that for the majority of surveyed consumers (60%), the presence of their favorite brand in the metaverse would not change the image they have of it. On the other hand, 31% consider that this factor would improve it, while only 9% think it would have negative consequences. In any case, even though metaverse is not completely successful, it is already perceived by large groups and some French consumers as the future of e-commerce. To be continued…

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