Rishi Batra on the Evolution of Digital Shopping and Retail Innovation in India’s Metaverse Commerce

Walmart recently expanded its metaverse commerce initiative through a partnership with Zepeto, a global social networking and avatar simulation app. This collaboration allows users to shop for real-world items from Walmart’s No Boundaries collection directly within the Zepeto platform. With each purchase, customers receive a free virtual twin of the item, which can be used to customize their Zepeto avatar. No Boundaries is Walmart’s private label fashion brand, targeting Gen Z consumers, and has undergone a $2 billion refresh. Walmart initially partnered with Zepeto in August 2023, introducing its Scoop clothing brand to the “Runway Z” fashion space within the Zepeto virtual world. This expansion marks another step in Walmart’s growing metaverse presence.

As the metaverse gains momentum globally, Indian retailers are also exploring ways to integrate virtual platforms with real-world commerce. In conversation with Adgully, Rishi Batra, Director, DigiRovers Solutions, shares insights on how retailers can leverage platforms like Zepeto for virtual try-ons, regional inclusivity in digital fashion, and overcoming technological barriers. He also discusses the challenges and opportunities in metaverse-driven e-commerce, drawing lessons from brands like Walmart while tailoring strategies to India’s unique market landscape.

How can Indian retailers leverage platforms like Zepeto to integrate virtual try-ons with real-world purchases? What opportunities does this create for reaching tech-savvy Gen-Z consumers?

Strategies for Indian Retailers:

Virtual Try-Ons:Use 3D modeling to let users virtually try on outfits or accessories via avatars, ensuring designs reflect actual fit and fabric textures. A successful example is Lenskart’s online try-on feature in India.
Direct Purchase Links:Connect virtual try-ons with e-commerce platforms to enable seamless, one-click purchases of real-world items.
Exclusive Drops:Launch limited-edition items or virtual collectibles (e.g., NFTs) to attract Gen Z consumers who value exclusivity and digital ownership.
Gamified Experiences:Create interactive challenges or rewards for trying virtual outfits, offering discounts or freebies on real-world purchases.

Opportunities:

Increased Engagement:Virtual try-ons offer an immersive shopping experience, increasing customer dwell time and purchase intent.
Brand Loyalty:Personalized avatars dressed in branded clothing foster a stronger emotional connection with the brand.
Digital Influencers:Tech-savvy Gen Z users can become brand ambassadors, showcasing their avatars on social platforms like Instagram and Snapchat, amplifying brand visibility.

How can retailers design virtual clothing and accessories that resonate with India’s diverse cultural landscape, making the experience more inclusive and relatable?

Strategies for Designing Inclusive Virtual Clothing:

Since India is a culturally diverse market, brands must approach the metaverse with a region-specific strategy rather than a one-size-fits-all approach.
Regional Collections:Offer region-specific clothing lines, such as sarees for South India, phulkari-inspired outfits for Punjab, and bandh-galas for Rajasthan.
Festive Integration:Launch collections for key festivals like Diwali, Eid, Durga Puja, Christmas, and Pongal, incorporating traditional motifs and colours.
Collaborations with Designers:Partner with regional designers to create authentic virtual representations of traditional attire.
Customization Options:Allow users to mix and match regional and contemporary styles to reflect personal preferences.

Outcome:

Cultural Appeal:Celebrates India’s diversity while fostering pride in regional heritage.
Enhanced Inclusivity:Ensures the metaverse resonates with a broader spectrum of Indian consumers.

What challenges might Indian retailers face in terms of technology, audience adoption, and logistics when implementing a Metaverse-driven e-commerce strategy? How can these be addressed effectively?

Challenges:

India’s low per capita GDP makes widespread adoption of metaverse commerce a challenge. Key obstacles include:

Technology Barriers:

Limited access to AR/VR tools among smaller retailers.

High costs associated with 3D content creation.

Audience Adoption:

Metaverse platforms remain niche in India, particularly beyond metro cities.

A generational gap in adoption—older consumers may be hesitant to engage.

Solutions:

Tech Partnerships:Collaborate with AR/VR startups to lower development costs and create scalable solutions.

Awareness Campaigns:Educate consumers through social media, influencer marketing, and demo events.

Phased Rollout:Start with metro cities and tech-savvy regions before expanding to Tier-2 and Tier-3 cities. My analysis suggests focusing on Tier-1 cities for the first two years.

Supply Chain Integration:Implement real-time inventory tracking systems to align virtual purchases with physical stock availability.

What challenges and opportunities do brands face when introducing physical goods to metaverse platforms? How can lessons from Walmart’s approach guide other companies exploring this space?

Challenges:

Consumer Trust:

Bridging the gap between virtual representations and real-world product quality.

Scalability:

Adapting the virtual shopping experience to accommodate diverse physical product lines.

Logistics:

Managing seamless delivery of items purchased via metaverse platforms.

Intellectual Property:

Preventing unauthorized duplication or misuse of virtual designs.

By learning from Walmart’s approach, Indian retailers can create a structured roadmap for integrating the metaverse into their e-commerce strategy while addressing key challenges efficiently.

Also Read: How Metaverse-ready really is Public Relations?