Buying online is fun, but it can also be a frustrating experience when, once the product arrives, it does not meet expectations.

But technology is obviating any possible disappointment thanks to the Metaverse, a virtual world where you can walk into a store and, thanks to a personalized avatar, try on that dress you like so much.

In the Metaverse, the customer acts as if he or she were in a physical store, retaining the playful shopping experience, but companies have the opportunity to intercept a potentially infinite number of consumers and have an extremely reliable test about the liking of an item, acting immediately on any critical issues.

Direct interaction with customers in the Metaverse leads, therefore, to a much more refined collection of big data than in the past with fundamental spillovers on target audience profiling and business strategies.

The first Fashionweek for the Metaverse has already taken place, March 24-27, where major luxury brands were present, a sign that brands believe in the new technology and are investing in it to build customer loyalty and increase growth prospects.