As the excitement for the next metaverse continues, CIOs are being forced to understand the reality of the technology and its business potential.

Not too long ago, many CIOs saw it as a distant, futuristic idea with no practical business application. But as technology advances and use cases begin to appear, the metaverse has begun to take shape irregularly.

New, fully immersive ways to collaborate and communicate digitally are already impacting business, giving companies that adopt them a competitive advantage.

Traditional, e-commerce and multi-channel retailers are especially prone to incorporating metaverse concepts into their strategic retail…