Digital Commerce in the Immersive Metaverse Environment: Cognitive Analytics Management, Real-Time Purchasing Data, and Seamless Connected Shopping Experiences

Abstract

In this article, we cumulate previous research findings indicating that data visualization tools and retail analytics can build consumer relationships in online marketplaces and immersive digital environments as regards virtual stores. We contribute to the literature on digital commerce in the immersive metaverse environment by showing that computer vision algorithms and sentiment analytics can be decisive in changing customer habits and purchasing decisions by improving immersive virtual experiences. Throughout February 2022, we performed a quantitative literature review of the Web of Science, Scopus, and ProQuest databases, with search terms including “metaverse” + “digital commerce,” “cognitive analytics management,” “real-time purchasing data,” and “seamless connected shopping experiences.” As we inspected research published between 2021 and 2022, only 89 articles satisfied the eligibility criteria. By eliminating controversial findings, outcomes unsubstantiated by replication, too imprecise material, or having similar titles, we decided upon 20, generally empirical, sources. Data visualization tools: Dimensions (bibliometric mapping) and VOSviewer (layout algorithms). Reporting quality assessment tool: PRISMA. Methodological quality assessment tools include: AXIS, Dedoose, ROBIS, and SRDR.