Businesses that really want to differentiate themselves from the competition must continue to innovate, implementing technologies that, together with the human factor and personalized attention, offer a truly differential experience.Technologies such as virtual reality (VR) or augmented reality (AR) allow companies to offer new, more immersive customer experiences to their consumers.Online stores are going to undergo a complete transformation in each of their processes. Any business that wants to sell in the metaverse is going to have to implement extended reality to its brand so that users can try on clothes in the virtual world, visit stores with their avatar, or attend a concert they have organized in a room in the metaverse.This change is going to mean a total change at the technological level in companies, having to invest a significant amount of their budget in this technology.