We are pleased to announce the completion of our study on the influence of the metaverse on retail and omnichannel by 2040. This study was conducted in partnership with Wroclaw University of Economics and funded by the NCN National Science Centre.

According to experts, the following are the top 10 occurrences related to the metaverse with the highest likelihood and impact on retail and omnichannel by 2040:

• The Metaverse will establish a parallel geography of commercial locations.
• Metaverse hardware will be lightweight and comfortable.
• Tech companies and leading commercial brands will seek to maintain control over the Metaverse.
• Achieving global interoperability will prove challenging.
• Most companies will establish representative offices or distinct digital points of sale within the Metaverse.
• Individuals will seamlessly transition between their virtual and physical lives.
• The Metaverse will give rise to a hybrid retail environment.
• Preference for physical stores among consumers will diminish due to the Metaverse.
• Consumers will increasingly rely on computer-generated imagery (CGI), such as virtual influencers, to inform their purchasing decisions.
• The Metaverse will emerge as the primary tool for persuasion and manipulation.

As part of this study, we have developed three future scenarios on how metaverse might change retail and omnichannel in 2040:

• Scenario 1: “Fragmented Realms: The Corporate-Controlled Metaverse”
• Scenario 2: “Metaverse Marketplaces: The New Commercial Frontier”
• Scenario 3: “Seamless Synthesis: The Integrated Metaverse Lifestyle”.