V-Commerce in Retail: Nature and Potential Impact

Anouk de Regt, Stuart Barnes

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review


V-commerce is an emerging phenomenon that is gaining traction in marketing and business literature and is becoming specifically more prominent in content related to retail practices. However, interpretations and explanations as to what exactly v-commerce refers to and comprises are inconsistent. This paper addresses the fluid conceptualisation of the v-commerce terminology and advocates the usage of v-commerce terminology exclusively for referring to, and as an abbreviation of, virtual commerce—for which a unified definition will be proposed. Taking a business-to-consumer approach, the current implementations of virtual commerce in the retail sector, as well as the potential and future research implications will be discussed.
Original languageEnglish
Title of host publicationAugmented Reality and Virtual Reality
Subtitle of host publicationThe Power of AR and VR for Business
EditorsM. Claudia tom Dieck, Timothy Jung
Place of PublicationCham
ISBN (Electronic)978-3-030-06246-0
ISBN (Print)978-3-030-06245-3
Publication statusPublished - 1 Mar 2019
Externally publishedYes

Publication series

NameProgress in IS
ISSN (Print)2196-8705
ISSN (Electronic)2196-8713


  • Virtual Commerce
  • V-commerce
  • Retail dynamics
  • Consumer
  • Alternate reality


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