The metaverse, from dream to reality – From barter come the origin of our exchanges and our conviviality. On closer inspection, trading starts all over again. From a logical and simple observation: “if you want milk from my cows, you must give me your wheat in exchange”. Subsequently, without taking a course in history and anthropology, money appeared as an equivalent of value. It has enabled many political, state and commercial powers to develop across borders.
One thing leads to another, so thanks to a voluntary ellipse of technological progress, we are at the birth of e-commerce, exacerbated by the advent, development and rise of the Internet. The appearance of the term Web 3, evolution of Web 2the internet as we know it has led to NFT technology, a nearly custom solution to consider the – as yet unfinished – possibility of a metaverse open to all, a free trade zone, and as a result trade.
So prophetic, books like snow crash or the movie Ready Player One become a likely dystopian reality for some. But not for others. Indeed, from Amazon to E-bay via Meta (formerly Facebook) aren’t we already in a metaverse era – embryonic of course – powered by NFT and blockchain technology? Stormed by the giants of commerce, has the novel’s metaverse slipped from anticipation to an already spent reality? Let’s take a little height.
In order not to get lost in the Meta-Hebdo:
Amazon, E-bay, Orange… shop in the metaverse
faced with a Internet 2.0 is running out and a blockchain technology which, despite the obstacles, is gaining ground in the hearts of its users, the trade has in fact adapted to the situation and to the new and emerging consumer demands. Art, luxury, sports, politics, there is no sector that does not have it started adopting codes specific to the so-called crypto world.
However, in addition to this visible adoption, there are features specific to the metaverse that we use in smartphone applications. We have even integrated them into our daily lives without realizing it. For example, with Amazon you can: visualize in 3D your future furniture in your home. By branching, theAmazon’s involvement in the creation of the digital euro goes into this dynamic of a commercial giant that is already an actor – criticized – of Web 3.
Orange Spain, a subsidiary of Orange, also recently opened its store in the Metaverse with spaces for brands to showcase their innovations and products. Aided by a partnership with Meta and its virtual Meta Quest headset, the consumer experience is in the words of: Diego Martínez, Business Unit Director of Orangethe nerve of the company’s future:
“With the opening of our store in the Metaverse, we have become a pioneer in this environment, deepening our commitment to innovation and digital transformation and, most importantly, improving the experience of our customers. »
Collection of NFTs from the E-Bay side, development of recognized NFTs and sides at Nike, the conquest of the metaverse is an effective strategy for these commercial giants
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NFT and metaverse: one cannot go without the other
So yes. Talking about metaverse doesn’t necessarily mean talking about blockchain technologies. The latter, however, allowed the birth of NFTs, real proof of the authenticity of an avatar or a virtual object. The contract engraved on the blockchain becomes unmistakable proof of ownership.
Adopted by big stars, NFT collections like CryptoPunks or even Bored Ape Yacht Club enabled a development of the metaverse and attracted investors and other business magnates such as Paris Hilton.
In fact, to the most enthusiastic, NFTs seem like the new foundation of worn-out global trading. In a society where we all wear the same clothes, are all in the same places, use the same networks, offering NFTs on behalf of a brand is the way to really connect consumers with the community.
We are already in a 3.0 trade
Soon we understand that we are already in the era of commerce 3.0. QR codes guide our lives, like the code that sticks to our health card. Exacerbated by the so-called “covid” period we’ve been through, the concept of a virtual communal space open to everyone makes sense.
Amazon, eBay, metabut still Microsoft are all major players in traditional trading that have already started the race for the metaverse and development of NFTs. Nike, emerging stronger from the acquisition of RTFKT studios, has won the lead with its crypto kicks.
GucciLouis Vuitton or Balenciaga, luxury and regular avant-garde haute couture are also fueled by the experiences NFTs enable and the metaverse for their clients. Gucci even accept Bitcoin and cryptocurrencies in some of its outlets.
Finally, the marketing of the sports sector also proved its interest in the metaverse. From building a virtual stadium to Manchester Citythe creation of fan token platforms (sports club cryptocurrencies) such as: Socios. NFTs have thus been able to show their value and position themselves as safe solution for commerce and not as a threat.
The evolution of technologies thus allows trade to continue its development at a time when it is gaining momentum. Indeed, the concept of Click to buy gradually drifted to that ofexperiment to buy.
The metaverse pushes the boundaries of reality for brands
Beyond the crypto winter we’re all going through, a lot fundraising and others forward-looking studies such as McKinsey’s show the growing and propelling interest of the metavers and branched NFTs. Trade, social networks, virtual experiences, evolution of gaming, the metaverse allows brands to go further.
Through the ownership of NFT, they can present a real virtual identity to their consumer, representing a world – supposed to be – a free and inclusive space. This space then makes it possible to establish an omnichannel trade.
The metaverse: a ubiquity of the brand
The condition omnichannel is a concept that, with the birth and rise of the metaverse, gives it meaning. This term, coming from marketing, underlines the fact that the metaverse makes it possible to preserve all communication channels and usually physically connect them in a starting point and a central sales area. Here, the Metaverse offers a virtual sales space that is open 24 hours a day. In this new playground, brands want to play well with distances and space.
Catalyst of communication channels, which allows a real proof of commitment, despite the distance the metaverse allows develop the customer experience and to build loyalty thanks to the latter, such as Starbucks, which recently unveiled its NFT platform.
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Playful journey, interactions, brands are already starting to multiply innovative ideas to create virtual interaction with users or their future users.
NFT and metavers, limited use
However, this mutation of the trade and the unknowns it includes in its equation raise questions. Which property for NFTs ? What right to fair competition and for consumers? These are all questions underlined by certain loopholes that we can see in theNFT news. The action of GAFAM, be it Apple, Google, Meta or even Microsoft, will be decisive for the future of the metaverse, with the risk of violating some important principles of decentralization.
Finally, and this is a parameter that brands must take into account to develop in web 3, they will need to educate their customers to understand the volatility of NFTs, as well as the practices and customs specific to the blockchain. . , to mitigate speculative risks for their consumers.
Actors of what is called mass adoption (mass adoption), the place of brands and trade in the metaverse, of Roblox Bee Decentralland come The sandpit, can no longer be determined. Torn between the utility they can provide to popularize Web 3 and the threat they pose by disrupting the use of NFTs and the metaverse (by destroying theanonymity and centralization) the rapid advance of technologies allows them to imagine a virtual space where they could do more than in reality. Reaching more customers, being more visible, communicating more directly with consumers: the metaverse breaks with the trade codes we know.
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