Rewind: Don’t Say Metaverse

Jun 20, 2025

In this discussion, Justin Breton, Head of Brand Marketing at Walmart, shares insights on their innovative journey into immersive digital experiences. He emphasizes how Walmart Realm redefines online shopping, focusing on discovery rather than conversion. Avoiding the buzzword 'metaverse,' he discusses Walmart's embrace of familiarity in digital interactions. Breton highlights collaborations with creators, including partnerships with Drew Barrymore and Netflix, which enhance consumer engagement through immersive, community-driven experiences.

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INSIGHT

Walmart Realm Focuses on Discovery

Walmart Realm focuses on discovery rather than direct conversions.
It immerses users in inspiring virtual environments showcasing real-world products curated by creators.

INSIGHT

Avoiding the Metaverse Label

Walmart avoids the term "metaverse" due to its ambiguity and overuse.
They focus on immersive experiences that build ritualistic behavior and familiarity instead.

INSIGHT

Creators Drive Immersive Commerce

Creators play a key role in designing and curating immersive shopping spaces.
Their involvement helps extend their social persona and connect authentically with consumers.

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Welcome to Future Commerce Rewind, where we compare stories in commerce today to episodes from the archives. This week, we’re playing back VISIONS speaker Justin Breton’s 2024 episode on Walmart Realm.

When Walmart entered immersive digital experiences, it wasn’t chasing hype—it was rethinking how the brand shows up in everyday digital life. In this rewind from August 2024, Justin Breton, Director of Brand Experiences, shares how Walmart Realm launched as a gamified marketplace blending culture, commerce, and creativity.

Since then, Walmart has scaled its virtual ambitions with “Walmart Discovered” on Roblox, real-world commerce in gaming, and the debut of “Walmart Unlimited.” What began as an experiment is now central to Walmart’s immersive commerce strategy.

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Key takeaways:

Walmart Realm was never about conversions; it was about discovery. Today, Walmart's investments in platforms like Roblox and Spatial have validated that focus, with real-world commerce now integrated directly into those ecosystems.
Justin avoided the term "metaverse," even when it was a buzzword. Instead, his team focused on familiarity and ritual, and that framing holds up. The strategy now connects digital shoppers with creators, brands, and immersive experiences they already love.
Walmart has scaled its creator-driven experiences, including collaborations with Drew Barrymore and Netflix, helping drive co-created virtual spaces that reflect real-world partnerships.
The early embrace of immersive storytelling now informs Walmart’s content commerce and livestreaming efforts, with shoppable moments and branded narrative arcs that feel more like cultural touchpoints than retail plays.
With new initiatives like Walmart Unlimited and its expanded Spatial footprint, Walmart is setting the stage for a generation of consumers who see shopping as play, story, and community.
Justin joined the lineup of speakers at VISIONS Summit: NYC this summer. Subscribe to our newsletters and check out our recap on Insiders to catch highlights from the event.

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