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JCR Category: Business in ESCI edition

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2025) 1.5 Q3
Journal Citation IndicatorTM (2025) 0.25 Q4
Received: 2026-03-15  |  Accepted: 2026-06-13  |  Published: 2026-09-30

Title

Where are we going? From e-commerce to the metaverse: consumer behaviour and the role of emerging technologies


Abstract

The emergence of the metaverse is poised to reshape e-commerce by integrating immersive technologies and new forms of consumer engagement. However, the extent of its impact on consumer behaviour and the directions in which it will develop remain unknown. To shed light, this study presents a systematic literature review of 62 peer-reviewed articles published between 2015 and 2022 in WoS and Scopus, examining how e-commerce is evolving toward the metaverse. The analysis identifies five main research categories: e-commerce strategy and marketing, online consumer behaviour, metaverse drivers, new business models, and the role of influencers. Online consumer behaviour is the primary focus of researchers and accounts for the largest proportion of publications, largely concentrated in China, the United States, and South Korea. The findings show that influencers, both human and virtual, play a decisive role in consumer trust and purchase intent. At the same time, emerging technologies such as AR, VR, AI, and blockchain facilitate interactive experiences and more effective personalisation in marketing. Furthermore, the metaverse fosters innovative and sustainable business models, particularly in the fashion industry. Despite these advances, consumer trust and risk perception remain significant challenges. The analysis highlights several research gaps, including the need to examine cross-country differences, gender dynamics, socioeconomic barriers to entry, and the integration of sustainability and circular-economy values into metaverse-based business models.


Keywords

metaverse, e-commerce, live streaming, fashion, technology


JEL classifications

M30 , M31 , L81 , O33


URI

http://jssidoi.org/jesi/article/6669


DOI


Pages

36-55


Funding


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Molina-Prados, Aida
University of Jaén, Jaén, Spain https://www.ujaen.es
Articles by this author in: CrossRef |  Google Scholar

Núñez-Cacho Utrilla, Pedro Victor
University of Jaén, Jaén, Spain https://www.ujaen.es
Articles by this author in: CrossRef |  Google Scholar

Prados-Peña, María Belén
University of Granada, Granada, Spain https://www.ugr.es
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

14


Number

1


Issue date

September 2026


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 393  |  PDF downloads: 254

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