Flipkart has launched a metaverse offering for consumers to more interactively discover and shop new products, the Indian e-commerce giant’s latest bet as it experiments with web3 offerings to improve its customer experience.
The Walmart-backed Bengaluru-based firm has partnered with eDAO, a Polygon-incubated firm, to launch the Flipverse metaverse offering. The service is in the pilot stage and is intended to generate interest during the holiday season this month.
Flipverse, which will be available on Flipkart’s Android app on Monday, will provide consumers with “gamified, interactive, and immersive” experiences in which they can collect the company’s loyalty points — Supercoins — as well as digital collectibles from partner brands as they make purchases. Flipverse also has a selection of casual games.
Flipkart announced Monday that “a wide range of brands” including Puma, Noise, Nivea, Lavie, Tokyo Talkies, Campus, VIP, Ajmal Perfumes, and Himalaya are collaborating to open experience theaters on Flipverse.
The company stated, “The idea is to have millions of users experience Flipverse and open the doors to the future of shopping.”
The company’s executives acknowledged that its web3 offerings are still in the early stages, but they are confident that they will become an important part of Flipkart’s future.
Flipkart and its main rival in India, Amazon, are expanding their offerings in order to reach new customers in the South Asian market and retain loyal customers.
Late last month, Amazon launched a QVC-style livestream shopping experience in India, bringing an army of more than 150 creators to host livestreams and plug products in the videos.
“While we have only just begun to scratch the surface of what’s possible in the metaverse, we see e-commerce as one of the killer use cases. Combining top brands with Flipkart’s e-commerce expertise in a virtual environment stands to revolutionize online retail as we know it.
Flipverse will be a vibrant, visible expression of the metaverse, and I’m proud that this activation is taking place on Polygon,” said Sandeep Nailwal, co-founder of Polygon, in a statement.
The expanded partnership with Flipkart is Polygon’s latest victory in its aggressive pursuit of large brands. In recent months, the Ethereum scaling platform has partnered with a number of companies, including Stripe, Meta, and Starbucks.
Flipverse is not Flipkart’s first venture into the web3. Earlier this year, the company collaborated with Carl Pei’s Nothing to provide exclusive NFTs to those who purchased the smartphone through the platform.
The future growth of e-commerce will be influenced by the immersive technologies of today, and Metaverse is one of the significant revolutions in this arena with immense potential,”Naren Ravula, VP and Head of Product Strategy and Deployment at Flipkart Labs, made the announcement in a statement.
“The launch of Flipverse will continue to have an impact on innovative industries like e-commerce and enhance the customer experience while delivering a gamified and an immersive shopping experience, especially in light of the adoption of the metaverse and web3 platforms by multiple brands in India.
By providing customers with access to their preferred brands, offers, SuperCoins, and digital collectibles, we are aiming to improve their shopping experiences in a virtual and immersive setting.”