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The Future of eCommerce: How iCommerce is Revolutionizing the Retail Landscape

Welcome to the new era of e-commerce, where immersive online experiences (or metaverse) and the immersive web are revolutionizing the way we shop. In this article, we will delve into the concept of iCommerce and explore how it represents a paradigm shift in the world of e-commerce.

1 September 23
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By 2069, every person on the planet is expected to have access to the internet as compared to the current rate of 64.4% (Journee 2023). With well over a 30% increase, what will life look like? And how will it redefine daily experiences as we know it?

Welcome to the new era of e-commerce, where immersive online experiences (metaverse) and the immersive web are revolutionizing the way we shop. In this article, we will delve into the concept of iCommerce (immersive commerce) and explore how it represents a paradigm shift in the world of e-commerce. From the market trends driving this evolution to the opportunities it presents for businesses, we will delve into the key aspects of iCommerce and how you can leverage it to create the ultimate retail experience.

Macy's immersive shopping experience

What is the Immersive Web and Metaverse Technology?

To understand iCommerce, it is essential to grasp the concept of immersive online experiences and metaverse technology. Immersive experiences transport users into virtual environments where they can interact with lifelike 3D elements, connect with others, and engage with digital content in a way that goes beyond traditional e-commerce. The Immersive Web, a shared virtual space, enables these immersive experiences by combining augmented reality (AR), virtual reality (VR), and other emerging technologies.

Immersive Retail streamed on Apple Vision Pro

Why Immersive?—The Evolution of the Internet

The internet has come a long way since its inception, and the immersive web represents the next phase in its evolution. The immersive web is characterized by enriched, 3D experiences that bring a richer and more social aspect to the internet.. It falls in perfect alignment with the immersive nature of iCommerce, offering a seamless and engaging user experience. As users seek more interactive and personalized interactions, businesses must adapt to stay relevant and meet the growing market demand.

Big Players in Web3 - Who Are Already Adopting Immersive as Part of the Digital Strategy?

With so much opportunity to redefine a more unified shopping experience, the market is following suit. Big companies like Shopfiy, Amazon, Nike, Fiat, Salesforce, and Walmart, to name a few, are already embracing the immersive web through metaverse technology and virtual spaces. Many of these companies have also entered the Web3 space, partnering with NFTs, like with Nike’s acquisition of CloneX, or crypto payment services–like Shopify and Solana.

All in all, both web3-savvy and non-web3 retailers clearly realize the potential of the immersive web and have been quick to make strategic moves to continue to make their mark on the digital world. From virtual worlds and social platforms to NFT marketplaces, these big players are shaping the future of iCommerce.

Macy's mstylelab

What is Immersive Commerce (iCommerce)?

iCommerce represents a paradigm shift in e-commerce, where traditional online shopping is transformed into a fully immersive and interactive experience. It combines the best elements of brick-and-mortar retail, such as personalized assistance and product discovery, with the convenience and global reach of online shopping. iCommerce breaks down the barriers between the physical and digital worlds, creating a visceral blend of real and virtual experiences.

Immersive car configurator

Touchpoints and User Journey

Throughout the sales journey, iCommerce offers multiple touchpoints for businesses to engage customers. From interactive product showcases and personalized avatars to immersive virtual store experiences, gamified 3D experiences and virtual product configorators, every step of the customer's shopping journey can be enhanced and customized to provide a memorable and engaging experience.

Shiseido immersive experience

Brand Environments

iCommerce enables businesses to create both multi-brand and single-brand environments within the immersive web. Multi-brand environments offer collaborative spaces where various brands can showcase their products, fostering a sense of community and shared experiences.

On the other hand, single-brand environments provide an exclusive and immersive experience, allowing businesses to showcase their brand identity and products in a tailored virtual space. Both experiences have their own rightful place in the immersive web.

Looking to create your own immersive virtal space and not sure which type of space (or 'metaverse') to choose? Learn more here.

Journee UI Multiplayer

Picking Your Platform

Choosing the right platform to host your iCommerce experience is crucial. Consider factors such as scalability, customization options, device responsiveness, the size of the virtual world and integration capabilities. Whether you opt for shared immersive experiences or host on your own enterprise immersive platform, ensure that it aligns with your business goals and offers the necessary tools to provide a seamless and immersive shopping experience that is compatible with the rest of your digital ecosystem.

Immersive cosmetic shopping

Opportunities of iCommerce

iCommerce presents a myriad of opportunities for businesses willing to embrace this new frontier.

New Business Models

As a result of Web3 integration in retail experiences, new business models emerge, offering innovative revenue streams through NFTs, virtual property, and digital assets. Businesses can explore the possibilities of tokenization and create unique experiences that resonate with their target audience. Not only that, but iCommerce changes the way brands can reach their audiences completely, presenting opportunities around every corner.

Next-Gen CRM

The integration of Next-gen CRM systems enables personalized customer interactions and deeper insights into customer behavior and preferences. Leveraging advanced CRM capabilities within the immersive web can help businesses build stronger customer relationships and drive loyalty.

Innovation Through Co-Creation

With tech that enables us to be more, do more, and reach more, co-creation opportunities inevitably arise, especially for the beauty, fashion, retail and luxury industries. iCommerce allows businesses to engage with existing and new consumers in the immersive web, particularly where personalization and experiential marketing play a crucial role. Now more than ever, brands are getting the chance to connect and co-create with their consumers and digital influencers in innovative new ways that continue to push the bounds on how tech can transform familiar experiences.


In the immersive web, businesses have the opportunity to create sustainable shopping experiences. By reducing physical waste, optimizing logistics, and promoting virtual product experiences, iCommerce contributes to a greener future. Embracing sustainable practices in the immersive web aligns with the growing consumer demand for eco-conscious brands, and helps add a human touch to digital integration.

Hyper Engagement

The retail sector has been quick to embrace iCommerce and leverage hyper-engagement strategies to connect with consumers. Journee has helped industry giants launch successful campaigns like Clinique’s Virtual Lab and H&M’s Virtual Showroom have utilized immersive experiences to allow customers to explore the brand world, speak with virtual assistants, or join an immersive product event. By providing interactive and personalized experiences, brands can create a deep emotional connection with their customers, leading to increased brand loyalty, sales, and authentic interactions. View use cases

Increased Operational Efficiency

iCommerce offers significant opportunities for increased operational efficiency. From reducing physical store costs to streamlining inventory management, businesses can optimize their operations and enhance profitability. With the integration of advanced analytics and automation tools, iCommerce enables real-time insights and data-driven decision-making, improving overall efficiency and effectiveness.

Use Cases and Case Studies

Countless businesses have already embraced iCommerce and achieved remarkable success. Case studies showcasing the implementation of iCommerce in various industries, like fashion, home decor, and electronics, highlight the transformative impact it can have on sales, customer engagement, and brand recognition.

Renowned beauty brand Clinique recently implemented their world’s first iCommerce to offer exciting virtual experiences and interactions with the help of the team at Journee and launched Clinique Virtual Lab as featured in Forbes, a gamified digital laboratory that fulfills several consumer needs like shopping, entertainment, and education.

Implementing iCommerce For Your Business

The key to creating unforgettable immersive web experiences fully lies in understanding your target audience, identifying the most relevant customer behavior and virtual attractions, and integrating them seamlessly into your existing e-commerce infrastructure.

By leveraging the power of the immersive web, you can create a truly immersive and engaging shopping experience that sets your business apart from the competition.

Unlock the future of engagement and create an immersive experience with JourneeX.

How to Start?

Starting your journey into iCommerce and the immersive web requires careful planning and strategic execution. Begin by familiarizing yourself with immersive web applications, exploring partnership opportunities, and defining your unique value proposition. Consider using JourneeX to equip the full power of the immersive web with endless integrations to fit your business. We’ll help guide you through the process and provide the necessary tools and expertise to bring your iCommerce vision to life.

So how can you get started? Click here.

The Paradigm Shift

iCommerce represents a paradigm shift in the world of e-commerce, offering immersive and interactive retail experiences within the immersive web. By leveraging metaverse technologies and the power of the immersive web, businesses can create engaging touchpoints, explore new business models, enhance customer relationships, drive sustainability, and increase operational efficiency.

Embracing iCommerce opens up endless opportunities to elevate your retail strategy and provide your customers with a truly unforgettable shopping experience in the digital age.

Download our iCommerce ebook to discover more about key figures and its impact on the industry.

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Published on 1 September 23
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