Enhancing Immersive Virtual Shopping Experiences in the Retail Metaverse Through Visual Analytics, Cognitive Artificial Intelligence Techniques, Blockchain-Based Digital Assets, and Immersive Simulations: A Systematic Literature Review

The future of retail is rapidly evolving with the emergence of immersive virtual shopping experiences in the retail metaverse. To enhance this digital landscape, a combination of cutting-edge technologies is being utilized. Visual analytics allows retailers to gather valuable insights from vast amounts of data, enabling them to understand consumer preferences, behavior, and trends. Cognitive AI techniques take virtual shopping experiences to the next level by providing personalized recommendations, virtual assistants, and chatbots that mimic human interactions, thereby creating a more engaging and tailored experience for shoppers. Furthermore, the integration of blockchain-based digital assets ensures secure and transparent transactions, enabling the seamless exchange of virtual goods and services within the metaverse. This systematic literature review uses Web of science and Scopus as databases to store and analyze the existing research on Virtual Shopping Experiences. The purpose of this review is to provide the scholar community with a current overview from 2019 to 2023.