Metaverses and E-Commerce: a Systematic Literature Review

The growth of metaverses is reshaping the digital world, offering new perspectives on online shopping. Advancements in extended reality enable immersive touchpoints, allowing consumers to interact with products in ways that overcome traditional online shopping limitations and further integrate digital and physical realms. Scholars have increasingly examined consumer and business interactions with metaverses and immersive technologies, demonstrating their impact on digital retailing. However, existing knowledge remains fragmented, preventing a clear understanding of key insights and research areas. While previous literature reviews have synthesised aspects of metaverses, none have explicitly focused on online retailing. Identifying this gap led to this study’s objective: to uncover topics explored over the past decade on the impact of metaverses and related technologies on e-commerce. Through a systematic literature review, 15 topics were identified using Latent Dirichlet Allocation. This study contributes by providing a holistic overview of the main themes in online retailing within metaverses.