McKinsey's guide to the metaverse

It’s too big to ignore - yet its future is far from certain

Jan 25, 2023

Soon, companies will likely offer customers an unprecedented shopping experience in the metaverse; effectively, it will be a 3-D e-commerce channel.

Key takeaways

  • Brand marketing and consumer engagement. Many companies have already added the metaverse to their omnichannel marketing mix, staking out a presence in virtual worlds;
  • Digital twins. In the metaverse, nearly every aspect of work can take place digitally before it does so physically;
  • However at the moment, audiences are primarily gamers and the technically savvy.

Get the full story at McKinsey

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