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Purpose This study adopts the customer journey framework to investigate the role of the metaverse in the customer purchase experience. It establishes the effect of the metaverse on the three stages of the customer purchase journey, namely pre-purchase, purchase and post-purchase, in the context of the fashion industry, an early adopter of the metaverse. Design/methodology/approach The research is a qualitative case study explored through consumer diaries and focus groups. The resultant data are analysed thematically. Findings Metaverse usage is the most significant at the pre-purchase stage. However, technical problems and other sources of friction negatively impact the customer experience journey, providing insight into the reasons underlying the recent decline of metaverse marketplaces. Originality/value This study’s empirical findings have theoretical and practical implications related to metaverse retailing and the customer experience journey. The study benefits metaverse designers and customers and will influence retail strategy choice. Additionally, it contributes two conceptual frameworks to the underdeveloped metaverse retailing field and extends the customer experience journey framework to the metaverse context, thus contributing to the body of knowledge on omnichannel retailing.
Alexander et al. (Wed,) studied this question.