Chilean E-Commerce and Its First Steps into the Metaverse

Chilean companies are the ones most actively researching the metaverse in the region, according to a study by Accenture. Published in La Tercera

What began as a concept closely tied to entertainment — particularly video games and social interaction within them — is now expanding to all levels of industry.
As explained by Agustina Fainguersch, Regional Director for Spanish-speaking South America and Miami at Meta (formerly Facebook): “The metaverse is the next chapter of the internet. It is the future of social technology that will allow us to do things we couldn’t do in the physical world. Preparing for the metaverse means experimenting with a wide range of functions — from video calls to trying on lipstick using AR filters on your phone. The opportunities are endless, and the potential spans across all industries.”

Claudio Guti, founder and CEO of metaJungle, a Chilean startup developing virtual projects based on metaverse methodologies, agrees: “Studies show that this concept will have a major social and industrial impact. Major firms like Accenture, Deloitte, and EY have already begun creating content in these spaces — whether as digital mock-ups or for employee training.”

The Metaverse

When it comes to user interaction with international brands, several examples have already emerged. Companies like Nike, Gucci, Coca-Cola, Louis Vuitton, and Hyundai are experimenting with metaverse functionalities, offering immersive ways to interact virtually (such as through avatars) and even enabling purchases within these digital environments.

Guti aligns with Meta’s view that the metaverse represents the natural evolution of the internet. He adds:
“This technology will play a significant and cross-cutting role across different sectors of the economy. It is forecasted that over the next eight years, the metaverse will represent an entirely new economy, generating employment opportunities through commerce and digital transactions.”

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