The metaverse can be helpful in different phases of the customer shopping experience. In 2022, 55 percent of professionals from Italian enterprises stated their companies are interested in using the metaverse to display virtual content customers can interact with. Only 11 percent of respondents said their companies had planned or achieved this feature. Enhanced customer service was also one of Italy's most promising areas for metaverse use, with 55 percent of interest. The trend aligns with the results of previous surveys indicating a strong focus of Italian e-commerce companies on social media — the main platforms enabling the metaverse.
Social media drives traffic
In Italy, social media accounts for ten percent of web traffic to e-commerce sites, being a relevant traffic source in mobile e-commerce. For instance, established fashion marketplace Zalando owes most of its social media-driven traffic to Facebook and YouTube, with Instagram being a minor social referral channel as of 2022.
No social commerce without TikTok
Although Facebook pushes e-commerce traffic due to its significant Italian user base, it is unlikely to be the platform disrupting shopping behavior the most. In 2021, TikTok users seemed the most eager to shop on social media, rather than to move to online stores, with 46 percent of them interested in social commerce, against a mere 38 percent of Facebook or Twitter users having the same opinion.
Share of Italian enterprises planning to use the metaverse in customer experience in 2022
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Already planned/achieved
Are interested in
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Original question (translated from Italian to English): 'Which of the following actions toward customers do you plan/find interesting to use the Metaverse for?'
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Web3 Alliance. (October 12, 2022). Share of Italian enterprises planning to use the metaverse in customer experience in 2022 [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1375868/metaverse-use-for-customer-experience-italy/
Web3 Alliance. "Share of Italian enterprises planning to use the metaverse in customer experience in 2022." Chart. October 12, 2022. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1375868/metaverse-use-for-customer-experience-italy/
Web3 Alliance. (2022). Share of Italian enterprises planning to use the metaverse in customer experience in 2022. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1375868/metaverse-use-for-customer-experience-italy/
Web3 Alliance. "Share of Italian Enterprises Planning to Use The Metaverse in Customer Experience in 2022." Statista, Statista Inc., 12 Oct 2022, https://www.statista.com/statistics/1375868/metaverse-use-for-customer-experience-italy/
Web3 Alliance, Share of Italian enterprises planning to use the metaverse in customer experience in 2022 Statista, https://www.statista.com/statistics/1375868/metaverse-use-for-customer-experience-italy/ (last visited August 24, 2024)
Share of Italian enterprises planning to use the metaverse in customer experience in 2022 [Graph], Web3 Alliance, October 12, 2022. [Online]. Available: https://www.statista.com/statistics/1375868/metaverse-use-for-customer-experience-italy/