Walmart-owned e-commerce marketplace Flipkart, launched a metaverse experience called Flipverse, through which users can experience and buy products in three-dimensional virtual reality (VR) that can be accessed through a smartphone without the need for a VR headset.

More than 15 brands have so far signed up with the homegrown e-tailer to launch and display around 100 products on Flipverse. This is the first such instance of a traditional e-commerce company launching a Web3 service.

Flipverse will be accessible to all Android users through the Flipkart app for a week, and will feature brands such as Puma, Noise, Nivea, Lavie, Tokyo Talkies, Campus, VIP, Ajmal Perfumes, Himalaya and Butterfly India in the first phase.

Flipkart has partnered with Web3 companies such as eDAO, Polygon and Guardian Link for the launch.

In its first iteration, the brands can display products and provide offers and collectibles to customers across categories such as sports apparel, wearable electronics, fashion, home appliances and cosmetics.

According to the company its loyalty program Super coins would also be extended to Flipverse.

Flipkart and eDAO recently partnered to create a digital treasure hunt during its Big Billion Days festive season sale. At the end of the 10-day sale, shoppers got access to digital collectibles spanning art, sport, gaming and entertainment. The collectibles are hosted on Polygon, a so-called layer-II blockchain that builds on the Ethereum network.

Ajay Ponna Venkatesh and Sai Krishna VK, key executives of Flipkart Labs – an arm that experiments with emerging technologies says, “The company was not looking at monetization or driving user growth on Flipverse in the short term.”

Naren Ravula, VP and head, product strategy and deployment, Flipkart Labs says, “The future growth of ecommerce will be influenced by the immersive technologies of today, and metaverse is one of the significant revolutions in this arena with immense potential.”