What: Surprising number of consumers purchased items in metaverse virtual store shopping.

Why is it important: Brands are racing to partner up, develop strategies and spearhead divisions in the metaverse.

The virtual e-commerce platform Obsess enlisted Kantar research firm to find out how people feel about e-commerce in the virtual worlds. Out of 1,001 U.S. consumers, Kantar found that this kind of shopping experience inspired a significant amount of enthusiasm and high rate of repeat customers.

Millennials topped the list, at 77 percent, then Gen Z at 69 percent and 67 percent of Gen X shoppers.

Nearly 74 percent of Gen Z participants purchased digital items in games (accessories, skins or garments for their avatar). 60 percent of these young consumers believe selling on metaverse platforms is a must for brands. 54 percent said they want to be able to shop anywhere they go online; 45 percent think virtual stores should work like online shopping malls, and 41 percent want brands to set up metaverse stores because it would be convenient for buying both physical products and digital goods like NFTs.

40 percent of Gen Zers and 40 percent of Millennials, want to shop for real or virtual products in the metaverse.

The enthusiasm goes beyond shopping and transactions. When researchers asked participants about exploring virtual experiences from their favorite brands in video games, 51 percent of Gen Zers and 44 percent of Millennials said they would be very interested.

Other companies launch their own virtual e-commerce stores, relying on tech partners to build them. These immersive environments can feel more familiar to shoppers.

Although skeptics remain uncertain about the metaverse, the fashion sector seems sold. Retailers and brands will need to hone their metaverse messaging and make the appeal clear. Many, including brands such as Gucci, Nike, OTB Group, Rebecca Minkoff and numerous others, have already started.

70 percent of Metaverse virtual store visitors purchased items