The latest brand to enter the metaverse is UPS, with the launch of a blockchain-based Decentraland venue. The shipping company directly targets small businesses.

Many brands see the metaverse as an important fourth-dimensional touchpoint, in addition to in-person contact, phone, and web support. UPS is no different, but at this stage, it doesn’t offer one-on-one interaction. That would mean having UPS staff available 24/7, when stores in the metaverse aren’t yet seeing massive traffic.

Instead, it’s embracing one of the key advantages of the metaverse: for events. It will host talks from renowned small business experts on a variety of topics, including raising funds, managing cash flow, and leveraging the latest technology.

Additionally, it has partnered with Fast Company and Inc to create a small business newsstand, and there is a “Be Unstoppable Academy” that provides education on small business topics such as sales and marketing.

To date, Decentraland has done an excellent job of attracting massive brands. Unilever launched its web3 initiative by introducing a Magnum Pleasure Museum for ice cream and a First Town Hall of Love for toothpaste brands. It has managed to attract soft drink brands (Coca Cola), fashion (Forever 21, Wrangler), beauty (Estee Lauder), media (Netflix), sports (La Liga) and numerous financial services brands (Mastercard, JP Morgan, Fidelity, Santander ).