The rapid development of virtual worlds and metaverse platforms has transformed the dynamics of e-commerce, with social interactions and influencer marketing strategies. This research discusses the impact of social relations and online influencers on metaverse platforms on brand engagement and consumer purchasing behaviour. It examines the roles of social presence, community influence and avatar marketing in driving sales. Based on an examination of user behaviour and marketing performance in virtual worlds, this paper tries to provide valuable recommendations to digital marketers on leveraging the metaverse's social architecture to enhance the effectiveness of e-commerce.