The Changing Face of Customer Experience in the Metaverse

Metaverse as a term gained mainstream popularity when Facebook changed its name to Meta in 2021 but the term has a rather long history. In fact, it dates back to 1838 when Sir Charles Wheatstone outlined the concept of ‘binocular vision’! For our context, we’ll stick to the 21st century where ‘the metaverse’ is being discussed across tech and enterprise boardrooms. 

In layman’s terms, the metaverse is an immersive internet or a digital twin to the real world where people can have ‘real experiences’ in the virtual world. Consider Nikeland as an example. A virtual simulation where a person can experience all of Nike’s experiences and more in an immersive way.

The future is closer than it seems, but more nuanced than early hype suggested. IDC projects the extended reality (XR) market—which includes metaverse-style experiences—will exceed $120 billion by 2026. Gartner’s earlier prediction that 25% of people would spend an hour per day in the metaverse by 2026 has since been revised into a broader view of “immersive commerce,” reflecting steady but more realistic growth.

“Vendors are building ways for users to replicate and enrich their lives in digital worlds,” says Gartner VP Marty Resnick. “From attending virtual classrooms to buying digital land and constructing virtual homes, these activities are converging into richer, multi-platform ecosystems.”

Use Cases for the Changing Face of Customer Experience in the Metaverse

There are infinite possibilities in virtual and mixed-reality worlds. Just like the Nikeland example above, there are several ways in which a brand can engage with customers by adopting metaverse or spatial engagement strategies:

• Virtual Product Experiences: Imagine a furniture store offering a fully interactive 3D simulation that lets customers “sit” on a chair and feel the design virtually.

• Apparel & Fashion: Still the biggest segment for immersive experiences. A Wipro study notes that if consumers can experience products in AR, 71% would return less often and 40% would pay more.

• Hyper-Real Virtual Events: Post-pandemic hybrid events now include metaverse venues where authenticated digital identities meet brands and real transactions occur. Newer examples include fashion shows inside Roblox and Fortnite.

• Reaching New Audiences: The audience is growing and diversifying. Platforms like Zepto, which has already sold over 2 billion virtual fashion items, or Decentraland and Fortnite with thriving retail activations, show the scale. Even in India, metaverse weddings and live commerce activations have taken place.

• Customer Support 3.0: Like social media, the metaverse is becoming a touchpoint for brand feedback and real-time support as avatars interact with brand representatives in digital environments.

Rise of Gamification, Avatars, and Challenges

A key element of the entire metaverse is gamification—creating digital twins of the real world and embedding game-like mechanics. For instance, Hyundai’s Mobility Adventure on Roblox showcases future mobility lifestyles and continues to draw younger audiences to the brand.

But the metaverse is far more than just gaming, and several challenges remain:

• High Cost of Investment: Building and maintaining immersive experiences requires significant spend on technology, talent, and cybersecurity.

• Securing Digital Identities: With avatars and financial transactions, ensuring authentication and protecting user data is critical.

• Regulatory Complexity: The metaverse is global, but commerce rules vary by geography. Frameworks for virtual goods, taxation, and consumer rights are still evolving.

• Rethinking Organizational Roles: From virtual store associates to spatial UX designers, brands must rethink hiring and skill-building for digital-first roles.

What Does It Mean for a Brand?

For brands, standing on the sidelines is no longer an option if growth is the goal. The interest from young, digital-native audiences remains strong, and immersive commerce continues to expand in retail, luxury, and entertainment. Based on Capillary’s conversations with global brands, here’s how to start:

• Study the Market, Watch Competition
  Many forward-thinking brands—from luxury fashion houses to quick-service restaurants—have made significant investments. Hire or consult experts to analyze early pilots and assess ROI before you leap.

• Zero in on Your Target Audience
  The metaverse appeals strongly to Gen Z and Gen Alpha, but its user base is widening. Understand whether your products and values align with this community’s expectations and which virtual platforms (Roblox, Fortnite, Decentraland, Horizon Worlds, Apple Vision Pro apps) are most relevant.

• Have a Plan of Action
  The world is going digital at unprecedented speed. After market research, carve out a pilot budget and define measurable objectives for immersive experiences.

• Start Small, Start Right
  Experiment on one or two platforms, run simulations, and gather feedback. Early learnings will help you scale with confidence.

The 2025 Perspective

The metaverse has matured from 2022’s hype cycle into a long-term pillar of digital engagement, increasingly linked with AI-driven personalization, AR/VR hardware advances, and first-party data strategies.

While full convergence into one shared universe may be years away, the opportunities to deliver memorable, high-value customer experiences are real today. For brands, this is ultimately what matters most.

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Jubin Mehta is the Global Marketing Director at Capillary Technologies, a worldwide leader in AI-powered customer loyalty. With more than a decade of experience spanning tech journalism and B2B SaaS marketing, he shapes Capillary’s global brand strategy and thought-leadership agenda across the U.S., Asia, and Europe. Jubin is a trusted voice on how AI, data, and evolving consumer behavior are redefining loyalty programs for enterprise brands. Beyond marketing, he is a meditation instructor and proponent of non-dual philosophy.