What will shopping with friends be like in the metaverse? 4 big changes.
Really bringing the blog's subtitle to life - Get in loser, we're going shopping in the metaverse!
I miss shopping with friends/my mom. I love getting feedback from a trusted advisor, I find it helpful to have an outside opinion to shake off some of my core beliefs (e.g., convincing me to try a lighter jean wash or something empire-waisted, not breaking one of my personal edicts like never wearing yellow, grey, or cap sleeves), and the intimacy of the experience, a place where spending meets body dysmorphia, is a bonding experience. Unfortunately, due to the decline of malls, lifestyle changes, and the sheer impressiveness of the selection on Shopbop, this doesn’t happen enough for me.
But what about shopping in the metaverse? I recently came across this report from Roblox from last year, which discusses shopping within the platform. It highlighted many opportunities for brands as well as unknowns. It got me thinking: In an ideal metaverse situation, what amazing parts of shopping will be recreated, improved upon, or made worse…
Size/fit - either your avatar will fit perfectly into everything, OR you will know how “IRL” pieces will fit as they will be scaled correctly to your bio-identical avatar. This opens new intellectual doors regarding Fash-un - what happens in a world where your physical body doesn’t play into your manifestation of yourself via style? It’s almost too vast to really conceive of the implications, e.g., if you can be anything, will you just end up being yourself for the most part because the choice will be overwhelming?
Immediate styling - you’ll be able to shuffle through all the items in the store and your closet, like Cher’s closet on steroids. The idea of playing dress-up is appealing to many, and this removes some of the dressing room friction.
No need to leave the house - there are so many reasons why this is a good thing, but the highlight for me is that it brings a social element to shopping that is often missing in e-comm. You still have to link up with friends temporally if you want real-time intersection. Still, for millennial moms on the sofa shopping after bedtime or tweens trapped in their bedrooms without a license, in the metaverse they’ll be able to interact with their friends while shopping.
Feedback - the feedback opportunities have two iterations. One, you’ll be able to get feedback from a wider pool or a more specific pool. Metaverse stores might be able to staff themselves with amazing stylists who can make amazing recommendations (imagine the AI/NPC (non-player-character) implications of this)
Two, feedback is a little different avatar to avatar. You might be more honest with a friend if you aren’t face-to-face. That being said, if this avatar shopping, the idea of “does this make my butt look big” will probably evolve)
Currently, sharing your e-commerce picks with friends is annoying. There are cool solutions (I’m looking at you, Moonsift) that make it easier to share in bulk, but camaraderie and live-action intimacy will always require more than an iPhone screen. Will the metaverse be the solution?