To filter out the noise this holiday season, retailers are cementing their presence in the metaverse in an attempt to provide a unique experience for shoppers. Several retailers have experimented with the metaverse this year, and as part of their long-term strategy, they are now incorporating this channel into their holiday marketing plans in the hope that it can drive sales as well. As shoppers continue to shop across a variety of channels this holiday season, brands are clinging to the possibility that the metaverse will play a bigger role in shopping in the near future. However, experts warn that it might be too soon for the metaverse to offer a return on investment.

There are several factors that influence retailers’ marketing decisions this holiday season, said Ryan Detert, chief executive of…