This paper explores the transformative journey from traditional e-commerce to the emerging realm of virtual commerce (v-commerce) within the metaverse, a collective virtual shared space created by the convergence of virtually enhanced physical reality and physically persistent virtual reality. The metaverse, with its immersive and interactive capabilities, is reshaping the landscape of economic activities, creating a paradigm shift in the way consumers shop, sell, and buy goods and services. The study delves into the impact of virtual reality (VR) technologies on consumer behavior, business models, and the overall economy. It investigates how VR is revolutionizing the shopping experience by offering immersive, personalized, and interactive platforms, thereby influencing con-sumer decision-making processes. The paper further examines the implications of these changes for businesses, particularly in terms of strategy, operations, and customer engagement. Moreover, the paper discusses the challenges and opportunities presented by the metaverse economy, including issues related to privacy, security, digital divide, and regulatory frameworks. It also highlights the potential of v-commerce to drive economic growth, innovation, and sustainability in the digital age. The paper concludes with a discussion on the future directions of v-commerce and the potential strategies for businesses to thrive in this new economic landscape.

Given the rapid development of live streaming commerce in China, this study focuses on the interactivity and sociability of live streaming shopping activities and explores online consumers’ real-time interaction intentions and trust-building behaviours with online merchants. To discover the real-time interaction between online consumers and online merchants, this study builds a research model based on the Theory of Planned Behaviour (TPB). Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the key findings state that, three factors, including attitude, subject norm, and perceived control, positively affect online consumers’ real-time interaction intentions and lead them to build trust with online merchants. Meanwhile, control variables, including gender, age, and educational background, demonstrate insignificant effects across the model. Unlike existing literature, the current study pays much attention to the interactive characteristics of live streaming shopping activities and can provide some valuable suggestions both for online consumers and online merchants, which can promote the co-development of the commercial and social aspects of live streaming platforms.