From virtual try-on to immersive shopping: How the metaverse is revolutionising retail

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    Ragunandan Saraf

    The concept of the metaverse, a virtual world where people can interact with each other and with digital objects, is rapidly gaining popularity around the world. For businesses, the Metaverse offers new frontiers of innovation and growth. It promises to revolutionize the way people shop, especially in retail. In India, Metaverse is already gaining traction as an immersive shopping experience and virtual try-on technology platform.

    Virtual Try On: The Game Changer For Ecommerce

    Virtual try-on is not a new concept, but it has become very popular in Indian e-commerce over the last few years. The ability for customers to digitally try on clothing, accessories and makeup before purchasing has revolutionized the market. The virtual try-on tool uses augmented and virtual reality (AR/VR) technology to simulate the in-store try-on experience. This has proven to be a key factor for many Indian customers who prefer to see what the product will look like before investing. their money.

    The benefits of virtual try-on can also be felt by retailers looking to maximize online sales. According to Market Search Future report, India’s virtual trial room market is expected to grow by 25.58% from 2021 to 2027 due to surge in online retail and customer adoption of digital shopping. Virtual Try-Ons are becoming more sophisticated, personalized, and trustworthy as more retailers embrace the technology.

    And the Metaverse is poised to take Virtual Trion technology to the next level with advanced graphics and AI-powered features. In the future of Virtual Try-Ons, customers will be able to create their own avatar and virtually try on different clothes for a more personalized experience.

    Immersive Shopping: The Next Frontier for Indian Retail

    The concept of immersive shopping in the metaverse has brought about a paradigm shift in how retailers think about the customer experience. Beyond just opening online storefronts, brands are looking forward to creating immersive digital worlds that offer a more interactive shopping experience, allowing customers to go beyond physical stores and truly immerse themselves in their brands. increase.

    Immersive shopping in the Metaverse combines elements of entertainment, social networking, and retail into an all-encompassing experience. Interactive music shows, virtual runways, personalized avatars, virtual store assistants and more are just some of the features that can be incorporated into immersive shopping.

    The Indian retail industry has already started exploring the Metaverse to provide an experience-driven retail environment to its customers. Genesis luxury brand stores targeting high net worth individuals (HNI) offer personalized and immersive shopping experiences through augmented reality (AR/VR) technology.

    The Metaverse has enabled brands to provide customers with instant access to product discovery, personalized recommendations, and a seamless buying experience. As Indian retail trends continue to shift towards personalized experiences, the Metaverse could play the most important role in shaping the future of the industry.

    Challenges to Metaverse Implementation in India

    Despite the growing interest in the metaverse and immersive shopping, adoption in India still faces challenges. India’s metaverse is still in its early stages, with large gaps in digital infrastructure and internet penetration, especially in rural and semi-urban areas.

    And given the diverse nature of the Indian retail industry, Metaverse adoption requires complex and customized solutions that cater to the Indian mindset and culture. The Indian metaverse will also need to address security and privacy risks, user data management, and regulatory compliance issues.

    Additionally, the technology, infrastructure, and personnel costs required to develop and maintain the metaverse are prohibitive. Therefore, it may not be accessible to many Indian retailers, especially small and medium-sized retailers.


    The metaverse in retail is rapidly evolving from flashy concepts to utilitarian and augmented reality. It has become the next frontier for Indian retail by promising a more immersive, interactive and personalized shopping experience. However, as shown above, the adoption of the Metaverse in India also presents considerable challenges. Nevertheless, the future of Indian retail may lie in the Metaverse, if the Indian retail industry can successfully cope with these obstacles.

    The author is the founder and CEO of Saraf Furniture.

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