E-commerce and the metaverse: present and future trends of consumers’ adoption

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ABSTRACT The aim of this study is to evaluate the knowledge structure of e-commerce in the Metaverse, which comprises virtual reality, augmented reality, extended reality and mixed reality. The consumer shopping experience has changed with the advent of this metaverse technology in the e-commerce platform. Utilizing a science mapping approach through bibliometric analysis, two analyses of bibliographic coupling and co-word analysis were applied to uncover the current and future trends of e-commerce and the Metaverse. 211 journal publications were retrieved from the Web of Science (WoS), and VOSviewer was utilized to present the network structure of the research streams. Current and emerging themes suggest that most clusters are related to consumers’ interactivity and experience using metaverse technologies. The future trends are converged on the following consumer research streams: customer experience, acceptance interactivity and trust in Metaverse. Metaverse will inevitably be the future of e-commerce, and everyone must embrace and adapt to its evolution. Business owners and policymakers will benefit from the findings of this review to plan and design the most significant user-friendly metaverse service despite its sophisticated and complex technology. This study presents the gap in the literature of Metaverse from e-commerce by revealing the knowledge structure through science mapping of bibliometric technique.