AN INNOVATIVE E-COMMERCE PLATFORM INCORPORATING METAVERSE TO LIVE COMMERCE

Abstract

This paper presents an innovative business model of a new electronic commerce platform that overcomes the limitations of existing online shopping by combining live commerce with metaverse using digital twin technology. The proposed business model is presented in detail through the business model canvas and the visualized core business activities. Currently, live commerce is attracting attention as a new online shopping method, and its growth rate is fast. However, the existing live commerce has disadvantages such as boring content, limited communication through chatting, limited space for live broadcasting by sellers, and lack of experience with brands and products of consumers. Through the proposed new intermediary platform, consumers can look and feel the brand and experience the functions of the product in the virtual world, thereby enhancing the purchasing experience. In addition, sellers can create innovative content through the metaverse and design a concept space to secure brand awareness and loyal customers. © 2022, ICIC International. All rights reserved.