Virtual malls aid merchants in reaching consumers affordably.


In recent years, the concept of the metaverse has emerged as a transformative force, poised to revolutionize the way enterprises engage with consumers and conduct business. According to McKinsey research, the metaverse holds immense potential, with projections suggesting that it could generate up to $2.6 trillion in trade volume by 2030. This potential has caught the attention of industry experts, including Sascha Münger, Worldline’s metaverse specialist, who views the immersive virtual environment as “the sales channel of the future.”

Münger’s perspective underscores the growing recognition of the metaverse as a significant commerce channel, alongside traditional points of sale (PoS) and eCommerce platforms. To capitalize on the opportunities presented by the metaverse, Worldline, a leading French company, made a strategic decision to construct a retail mall within Decentraland, a popular virtual world. This initiative allows Worldline’s merchants to establish a Web3 presence and leverage the unique capabilities of the virtual environment.

The virtual mall within Decentraland serves as a platform for merchants to showcase their products and engage with consumers in innovative ways. Worldline has partnered with technology innovators such as 42Meta in Germany, Threedium in the United Kingdom, and Metyis in the Netherlands to offer optional add-on packages. These packages include augmented reality experiences, the integration of physical and digital products, and targeted advertising opportunities within the virtual mall.

The collaboration with technology partners enhances the functionality and appeal of the virtual shopping experience. For example, customers can explore Decentraland, encounter advertisements from Worldline merchants, and seamlessly transition to the merchant’s shop within the virtual mall. This seamless integration of advertising and commerce creates a dynamic and immersive shopping environment for consumers.

Since its inception, the virtual shopping mall has attracted interest from a diverse range of customers, including prominent brands like Consorsbank, a German direct bank, and The Chedi Andermatt, a luxury hotel based in Switzerland. Münger highlights the appeal of the metaverse as a low-cost opportunity for businesses to showcase their products and engage with consumers in new and exciting ways.

Beyond its cost-effectiveness, the metaverse offers businesses a host of other advantages. For instance, it provides a level playing field for both established brands and emerging startups to compete on a global stage. Additionally, the metaverse enables businesses to experiment with innovative marketing strategies, personalized shopping experiences, and immersive brand activations.

As businesses continue to explore the potential of the metaverse, it is clear that this virtual environment represents more than just a passing trend. Instead, it embodies a fundamental shift in the way commerce is conducted, blurring the lines between the physical and digital worlds. With its limitless possibilities and transformative capabilities, the metaverse holds the promise of reshaping the future of retail and ushering in a new era of consumer engagement and interaction.