Enter the Metaverse - January 2023

Enter the Metaverse: The Next Frontier of
Digital Commerce, a PYMNTS and Payoneer
collaboration, delves deeply into how
innovators are using payments to make
the most of the metaverse opportunity.
The playbook details the key market trends
that businesses should recognize before
entering the metaverse and outlines the
steps businesses and innovators can take
to increase their likelihood of success in
this emerging virtual ecosystem.

JANUARY 2023

T h e N e x t Fr o n t i e r o f

D i g i t a l C o m m e r c e

Enter the Metaverse

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TA B L E O F

CONTENTS

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01

Metaverse 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .03

Payments bridge the virtual and physical worlds. . . . . . . .07

Virtual money, real value . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Building intra-metaverse operability. . . . . . . . . . . . . . . . . . 15

The key to metaverse success . . . . . . . . . . . . . . . . . . . . . . 21

Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

About . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

Enter the Metaverse: The Next Frontier of Digital Commerce
was produced in collaboration with Payoneer, and PYMNTS is
grateful for the company’s support and insight. PYMNTS retains
full editorial control over the following findings, methodology
and data analysis.

T h e N e x t Fr o n t i e r o f

D i g i t a l C o m m e r c e

Enter the Metaverse

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1 | Enter the Metaverse

Introduction

Many consumers see the metaverse as the stuff of

science fiction novels and anime — but for busi-
nesses and innovators, it represents a very real and

lucrative opportunity.

As of 2021, the metaverse had a market value of roughly $39 bil-
lion — and this is just the beginning for the nascent space. Some
sources estimate that the total market value of the metaverse
could approach $1 trillion by 2030, signifying massive growth
potential.1

A growing cohort of global businesses is waking up to the
metaverse’s possibilities, but many are just beginning to under-
stand how to monetize the space. For companies entering this
arena, countless questions still need to be answered: What is
the value of products in an entirely virtual world? How can they
enable payments for these virtual products? What barriers must
they break down to win shoppers and drive sales?

1 Author unknown. Metaverse Market to Surpass US$ 993.86 Billion by 2030, Says The Brainy Insights. Bloomberg.
2022. https://www.bloomberg.com/press-releases/2022-07-12/metaverse-market-to-surpass-us-993-86-billion-
by-2030-says-the-brainy-insights. Accessed January 2023.

Enter the Metaverse: The Next Frontier of Digital Commerce,
a PYMNTS and Payoneer collaboration, takes a deep dive into
how innovators across the board are using payments to make
the most of the metaverse opportunity. In addition to detailing
the key market trends that businesses should recognize before
entering the metaverse, this playbook outlines the steps busi-
nesses and innovators can take to increase their likelihood of
success in this emerging virtual ecosystem.

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3 | Enter the Metaverse

The metaverse is an immersive internet. Instead of logging

into a computer or unlocking their phone, a user enters the
metaverse by way of a virtual reality (VR) headset that proj-

ects images straight into their field of vision, allowing them to feel
as if they are stepping straight into a virtual world.

There are nevertheless several key differences between the inter-
net that most consumers use to work, socialize and shop every day
and the metaverse. Built on VR, blockchain, artificial intelligence and
non-fungible tokens (NFTs), the metaverse is part of what has come
to be known as “Web3” — the next and newest iteration of the inter-
net. Unlike Web 1.0, which was dominated by giants like Microsoft and
Alphabet, and Web 2.0, dominated by social media giants like Meta
and TikTok, Web3 does not yet have any dominant players. It is a virtual
wild west, ripe for the right company or companies to stake a claim.

The metaverse has become nearly synonymous in the public imagina-
tion with Meta, the company formerly known as Facebook. Despite this
clear and intentional branding connection, Meta is only one of many
players working to monetize the metaverse. Innovators across the
globe have been building their own, sometimes competing metaverse
platforms. Meta launched a VR social media platform called Horizon

Worlds for example, while Microsoft introduced a Teams integration
that allows users to host and attend virtual meetings.2,3

The metaverse opportunity is not exclusive to U.S.-based companies;
it extends to businesses around the globe. South Korean technology
giant Naver is making waves with its own metaverse avatar-based
social network platform Zepeto, for example. The platform had already
attracted 340 million users by the end of 2022 and is particularly pop-
ular among girls and young women between the ages of 13 and 21.4

The metaverse is still in its infancy, yet it has already drawn the attention
of investors, businesses leaders and other innovators from countless
industries — real estate, fashion, sports and beyond.

2 Hill, K. This Is Life in the Metaverse. The New York Times. 2022. https://www.nytimes.com/2022/10/07/technology/metaverse-
facebook-horizon-worlds.html. Accessed January 2023.

3 Hardawar, D. Microsoft’s Mesh for Teams brings mixed reality to work. Engadget. 2021. https://www.engadget.com/microsoft-
mesh-for-teams-multiverse-work-150047792.html. Accessed January 2023.

4 Davies, C.; Jung-a, S. Asia’s Largest metaverse platform Zepeto ramps up global expansion. Financial Times. 2022. https://
www.ft.com/content/14c88e84-f3c8-485e-a9df-31ead34e48f0. Accessed January 2023.

Metaverse 101:

Mapping the metaverse

Metaverse

101 | 4

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5 | Enter the Metaverse

Metaverse

101 | 6

Virtual real estate: Selling space in the metaverse

Just as plots can be purchased in the physical world, space
in the metaverse can be bought and sold. The budding
metaverse real estate market is dominated by four major
players, known as the Big Four: Decentraland, Sandbox,
Cryptovoxels and Somnium Space. All sell virtual plots
built on blockchain and purchased with cryptocurrency.5

Virtual land can appreciate or depreciate in value depend-
ing on its proximity to high-value virtual “neighborhoods.”
In December 2021, for example, one plot of virtual land
located in Snoop Dogg’s virtual property “the Snoopverse”
sold for $450,000.6 Purchasing the right plot of virtual land
can thus present a very real investment opportunity, which
is attracting a growing number of players. By the end of
2022, the metaverse’s real estate market had already
generated more than $500 million in sales.7

5 Author unknown. Real estate metaverse set to become next big thing. Medium. 2022. https://medium.
com/predict/real-estate-metaverse-set-to-become-next-big-thing-54e8dd0b1bc. Accessed January 2023.

6 Hissong, S. Someone spent $450,000 for ‘Land’ next to Snoop Dogg’s NFT House. Rolling Stone. 2021.
https://www.rollingstone.com/culture/culture-news/sandbox-decentraland-virtual-land-sales-soar-
metaverse-nfts-1267740/. Accessed January 2023.

7 Frank, R. Metaverse real estate sales top $500 million, and are projected to double this year. CNBC.
2022. https://www.cnbc.com/2022/02/01/metaverse-real-estate-sales-top-500-million-metametric-
solutions-says.html. Accessed January 2023.

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7 | Enter the Metaverse

Payments bridge the virtual and physical worlds | 8

Payments are essential to monetizing the metaverse, and

not just because transactions drive revenue. They are key to
bridging the gap between the physical and digital worlds, and

they also link metaverse platforms together.

There are three essential functions that the payments any company
looking to enter the metaverse must perform.

1 Crossing realities: Linking real-world payments

to virtual markets

Transacting between the metaverse and the physical world is
much like transacting between two countries with different
currencies. There must be a method to measure the value of
both currencies relative to one another as well as a method
of converting them. Otherwise, transactions cannot take
place. Just as the Korean won has no direct value in India,
currency in the metaverse has no intrinsic value in the real
world without conversion.

2 Crossing platforms: Linking payments between

different platforms within the metaverse

Moving money between two or more different metaverse
platforms requires a similar type of conversion process as
moving money between the physical and virtual worlds. Dif-
ferent metaverse platforms are built on different blockchains,
and money in one metaverse may not be usable in another.
Innovators hoping to carve out a space for themselves in
the metaverse must use payment methods that can adapt
to several metaverses, or their payments could be limited
to only one of a few platforms.

3 Building ecosystems: Linking platforms to

create common ground

As the metaverse develops, these collections of platforms,
blockchains, payment methods and players will interact
and grow to create a variety of virtual ecosystems. A firm’s
payment operations should allow them to “plug into” these
ecosystems, such as integrating in-platform payment meth-
ods into their own IT infrastructure. The more commonly
used a payment method is, the more platform users will be
able to shop, and the greater the chance innovators have of
driving transactions in the metaverse.

Payments bridge the virtual

and physical worlds

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9 | Enter the Metaverse

Payments bridge the virtual and physical worlds | 10

On the cusp of mainstream: Fashion in the metaverse

A growing number of luxury fashion designers are exper-
imenting with virtual designs. Italian design house Gucci
became one of the very first luxury fashion brands to
launch its own interactive virtual space in The Sandbox
with an in-metaverse fashion hub that it calls Vault. In
this virtual space, users can observe “curated NFT art-
work” and other digital products.8 Burberry was another
early adopter, having partnered with Minecraft to create
a gamified interactive virtual space that allows users to
dress their in-world avatars in digital Burberry designs.9

Luxury fashion houses are far from having a monopoly
on the metaverse fashion market. Fast-fashion compa-
nies, sportswear labels and independent designers alike
are all searching for new opportunities to exhibit and sell
digitized versions of their designs — and their numbers
are rapidly growing.10

8 Schulz, M. Gucci Vault opens metaverse world in The Sandbox with games and vintage fashion. Vogue
Business. 2022. https://www.voguebusiness.com/technology/gucci-vault-opens-metaverse-world-in-
the-sandbox-with-games-and-vintage-fashion. Accessed January 2023.

9 Pauly, A. It’s game on for Burberry & ‘Minecraft.’ Highsnobiety. 2022. https://www.highsnobiety.com/p/
burberry-minecraft-collaboration/. Accessed January 2023.

10 Basu, T. The metaverse fashion stylists are here. MIT Technology Review. 2022. https://
www.technologyreview.com/2022/12/07/1064364/the-metaverse-fashion-stylists-are-here/. Accessed
January 2023.

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11 | Enter the Metaverse

Section | 12

Two key technologies have emerged as essential to build-

ing bridges between the metaverse and the physical world.

Cryptocurrency

Cryptocurrency can help businesses translate virtual assets into real-
world value.

Consider two of the most well-known cryptocurrencies: bitcoin and
ethereum. Transactions on the bitcoin ledger are verified by “proof
of work,” in which miners verify purchases by solving cryptographi-
cal puzzles built into the blockchain. Meanwhile, transactions on the
ethereum ledger are enforced via “smart contracts,” which transfer
ownership instantaneously and automatically. They use different
methods, but the effect is the same: establishing ownership using
unique codes on the blockchain.

Not all metaverse platforms require users to pay in cryptocurrency,
but many do.11 Most of the most common metaverse platforms are
built upon blockchain technology, making cryptocurrency a natural
complement. Decentraland and The Sandbox run on the ethereum
blockchain, for example, while South Korea-based Zepeto runs on the
Solana blockchain.12, 13, 14 Being able to make and accept cryptocurrency
payments may therefore be considered an essential step for any busi-
ness hoping to make its name in the metaverse.

11 The Metaverse Wants to Monetize, but Does That Require Crypto? PYMNTS. 2022. https://www.pymnts.com/metaverse/2022/
the-metaverse-wants-to-monetize-but-does-that-require-crypto/. Accessed January 2023.

12 Author unknown. Welcome to Decentraland. 2023. https://decentraland.org. Accessed January 2023.

13 Author unknown. Welcome: Welcome to The Sandbox’s official documentation and help resource. 2023. https://sandboxgame.
gitbook.io/the-sandbox/. Accessed January 2023.

14 Ligon, C. South Korea Web 2 Metaverse Platform Zepeto Gets A Web3 Makeover. CoinDesk. 2022. https://www.coindesk.com/
business/2022/08/10/south-korean-web-2-metaverse-platform-zepeto-gets-a-web3-makeover/. Accessed January 2023.

Virtual money, real value:

Transacting in the metaverse

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13 | Enter the Metaverse

Virtual money, real value | 14

Digital wallets and crypto wallets

Digital wallets and crypto wallets can also bridge the gaps between the
digital and physical worlds. Consumers can already purchase crypto-
currencies with digital wallets like Apple Pay, Google Pay, Samsung Pay
and others by linking them to crypto wallets. Once purchased, those
cryptocurrencies can be used to transact in the metaverse. Thus, the
combination of cryptocurrencies and digital wallets gives users the
ability to cross between the physical and digital worlds with the click
of a button.

The way forward
These technologies have helped innovators begin to solve the problem
of how to transfer funds between the real and virtual worlds, but there
are still many questions about how to best transfer funds between
metaverses. There is no one overarching technology or standard that
allows users to easily move funds from one metaverse to another.

It is for just this reason that a number of organizations formed the
Metaverse Standards Forum. This group, comprised of major technol-
ogy players like Microsoft, Meta, Alibaba and Qualcomm Technologies,
aims to establish industrywide standards to help enhance metaverse
interoperability.15 Its goal is to reduce the complexity of connecting
different metaverse platforms by collaborating to define specific,
universal protocols innovators can use to connect their platforms to
others, much as a universal plug can be used in any country. It is still
unclear what these standards might look like, but the forum’s concep-
tion illustrates just how many parties stand to benefit from creating
a less fragmented, more interoperable metaverse.

15 Author unknown. Leading Standards Organizations and Companies Unite to Drive Open Metaverse Interoperability. Metaverse
Standards Forum. 2022. https://metaverse-standards.org/news/press-releases/leading-standards-organizations-and-com-
panies-unite-to-drive-open-metaverse-interoperability/. Accessed January 2023.

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15 | Enter the Metaverse

Building intra-metaverse operability | 16

Transactions between metaverses can be likened to trans-

actions between countries, and real-world initiatives to link
payment systems between countries can offer a glimpse

into the possibilities of transacting across metaverses.16 The Bank
for International Settlements defined four models linking different
countries’ payments systems that serve as potential solutions to
the universal problem of syncing two fundamentally different pay-
ments systems.17

16 Author unknown. Future of Payments 2022. Official Monetary and Financial Institutions Forum. 2022. https://www.omfif.
org/fop2022/. Accessed January 2023.

17 Author unknown. Interlinking payment systems and the role of application programming interfaces: a framework for cross-
border payments. Bank for International Settlements. 2022. https://www.bis.org/cpmi/publ/d205.htm. Accessed January 2023.

The single-access-point model
In this model, two different metaverses might be linked together via
one access point, but only the players in one of the two systems have
access to the users in the other. This type of model would be easy
to implement, as it requires the consent of only two metaverses, but
that also means its scalability is limited. If a third or fourth metaverse
were to want to connect to one of these two original metaverses, it
could not connect to this original access point. It would have to build
its own access point to one of those two original metaverses. The
result would be an ever-expanding web of metaverses, with each
pair having a unique link, making the overall system slow, clunky and
complicated.

Building intra-metaverse

operability

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17 | Enter the Metaverse

The bilateral link model
In this model, two or more metaverses might be linked together through
a common hub, with participants in each system having access to
participants in the other. This model also only requires two metaverses’
consent to implement, but it shares similar scalability issues as the
single-access-point model. Only two metaverses can link to each
other at any given time. Each new metaverse would have to link to
only one other, resulting in a similarly slow, clunky and complicated
web of connections that could slow the user experience and cause
frustration.

The hub-and-spoke model
In this model, two or more metaverses might be linked together
through a common platform or hub that would manage accounts and
settlements. This type of system would solve the scalability issue by
providing a common link accessible to not two, but large numbers of
metaverses at once. The trouble would be finding a common platform
on which multiple metaverses might agree for a standard. The more
metaverses that want to use this platform, the more difficult it would
be to reach consensus on what that hub or platform might look like.

The common platform model
In this model, which is capable of linking two or more metaverses
at once, participating metaverses share the same fundamental pay-
ment system, allowing users in any of dozens or more metaverses to
transact with users in dozens of other metaverses at any given time.
This is also much more scalable than either the single-access-point
model or the bilateral link model, because it allows for a common
link between many metaverses at once. Nevertheless, all participating
metaverses would need to agree about what that common system
might look like, making it much harder to reach a consensus.

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19 | Enter the Metaverse

Building intra-metaverse operability | 20

More than a game: Selling sports in the metaverse

The metaverse is providing sports fans all new ways to
interact with their favorite teams.

The International Federation of Association Football
launched its own metaverse project in November 2022
in commemoration of the World Cup. Fans were invited to
purchase plots of virtual land replicating real-life locations
in Qatar, including the Lusail Stadium, on the metaverse
platform Upland. Users were invited to enter the platform,
explore the virtual location and purchase from any of eight
in-platform shops selling digital World Cup memorabilia
and collectibles.18

The National Basketball Association (NBA) has also made
moves into the metaverse. In 2021, the NBA launched a
project called NBA Top Shot, which allows users to enter
the metaverse to purchase commemorative NFTs called
“Moments” — similar to how they might purchase and trade
physical trading cards — and play in-platform games.19

18 Author unknown. FIFA World Cup Qatar 2022™ Comes to the Upland Metaverse. 2022. https://www.
upland.me/events/fifa-world-cup-qatar-2022tm-comes-to-the-upland-metaverse. Accessed January
2023.

19 Gola, Y. A beginner’s guide to NBA Top Shot NFTs. Cointelegraph. 2022. https://cointelegraph.com/
news/a-beginner-s-guide-to-nba-top-shot-nfts. Accessed January 2023.

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21 | Enter the Metaverse

The key to metaverse success | 22

The metaverse is still in the early stages of development. Some

players have managed to make a name for themselves in the
metaverse thus far, but there have also been a flood of new

market entrants. Nothing is set in stone, however, and there is no
telling which of these parties may come to dominate the market
in the long run.

Monetizing the metaverse effectively is therefore not as simple as offer-
ing the most commonly used cryptocurrency or wallet. It is investing
in a payments infrastructure that allows businesses to offer multiple
payments options and add new ones as they arise. For innovators,
that means flexibility: Being able to quickly add and remove features
from payments stacks with minimal time, effort and cost is crucial.

Time to market
Few companies have the resources needed to build their own
metaverse-compatible digital wallets from scratch — and if they did,
doing so would entail a massive opportunity cost. It takes far longer to
build and launch digital wallets and crypto wallets from scratch than
it does to integrate wallets into an existing payments infrastructure.
Investing in a flexible infrastructure that can simplify and streamline
payments integrations can help businesses cut time to market, allow-
ing them to generate returns on their investments in the metaverse
faster and with less effort.

Interoperability
As the metaverse payments ecosystem continues to develop, some
market players will inevitably win out over others. Acceptance of one
cryptocurrency will ultimately grow wider than acceptance of another;
use of one wallet will grow more widespread over others. The larger
and more expansive these payments ecosystems become, the closer
they come to becoming the standard, and more of the market will
become reliant on the payments used in those ecosystems. Until that
happens, however, countless competing ecosystems will continue to
vie for market dominance.

Businesses cannot and should not wait for that standard to be achieved
before adding to their payments stacks. In the absence of a broader
consensus, businesses must invest in payments infrastructures that
easily and quickly integrate new payments functionality into their
payments stacks — and retain the ability to just as easily and quickly
remove them should they cease being useful.

The key to metaverse success:

Flexibility

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23 | Enter the Metaverse

Conclusion | 24

Conclusion

The metaverse represents the newest digital

frontier. Innovators looking to capture this
emerging opportunity must invest in the right

tools to improve their chances of success in this new
market. End-to-end, flexible payments infrastruc-
tures that can help streamline operations across
two sets of borders — those between metaverses
and those between the virtual and physical worlds
— will be key to success.

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25 | Enter the Metaverse

Section | 26

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