Ecommerce company Flipkart launched a metaverse experience on Monday called Flipverse, in which users can experience and buy products in three-dimensional virtual reality (VR) that can be accessed through any smartphone, without the need for a VR headset.
More than 15 brands have so far signed up with the company to launch and display around 100 products on Flipverse. This is the first such instance of a traditional ecommerce company launching a Web3 service.
Flipverse will be accessible to all Android users through the Flipkart app for a week, and will feature brands such as Puma, Noise, Nivea, Lavie, Tokyo Talkies, Campus, VIP, Ajmal Perfumes, Himalaya and Butterfly India in the first phase.
Flipkart has partnered with Web3 companies such as eDAO, Polygon and Guardian Link for the launch. In its first iteration, the brands can display products and provide offers and collectibles to customers across categories such as sports apparel, wearable electronics, fashion, home appliances and cosmetics.
The company said its loyalty programme Supercoins would also be extended to Flipverse.
Flipkart and eDAO recently partnered to create a digital treasure hunt during the Big Billion Days festive season sale. At the end of the 10-day sale, shoppers got access to digital collectibles spanning art, sport, gaming and entertainment. The collectibles are hosted on Polygon, a so-called layer-II blockchain that builds on the Ethereum network.
Ajay Ponna Venkatesh and Sai Krishna VK, key executives of Flipkart Labs – an arm of the ecommerce company that experiments with emerging technologies – said in a media briefing that the company was not looking at monetisation or driving user growth on Flipverse in the short term.
“The future growth of ecommerce will be influenced by the immersive technologies of today, and metaverse is one of the significant revolutions in this arena with immense potential,” said Naren Ravula, VP and head, product strategy and deployment, Flipkart Labs.