Editorial Introduction: Impact of the metaverse on online retailing

Debarun Chakraborty and Nripendra P. Rana

Journal of Retailing and Consumer Services, 2025, vol. 87, issue C

Abstract: This editorial describes the special issue of The Journal of Retailing and Consumer Services with the title “Impact of the Metaverse on Online Retailing,†which discusses the possible disruptive effect of immersive technologies on digital retailing. The selected papers analyze the metaverse, which entails virtual shops, AI personalization, augmented reality and blockchain assets, and how it transforms customer engagement, trust, and purchase behavior. The issue contains six research articles on consumer resistance to virtual commerce, cognitive and sensory metaverse adoption factors, sustainability of digital fashion, and strategic behavior in the virtual ecosystem. These contributions offer rich theoretical and practical insight for retailers on the intersection of technology, psychology, and commerce in the metaverse. The studies converge on the issue of how metaverse innovations can be used to boost experiential value, alter competitive structures, and promote sustainability in online retailing.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925002863

DOI: 10.1016/j.jretconser.2025.104507

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