Giant Chinese marketplace Alibaba has long used VR and AR to enhance interaction with its 800mn customers, especially around 11.11 – Singles’ Day – and this, combined with the love of live streaming within China’s ecommerce has led it to the metaverse.

The focus of this has been luxury, with Alibaba creating a virtual ‘Luxury Pavilion’ within its Tmall offshoot to attract the growing number of affluent shoppers looking for luxury brands online.

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