Thai retail conglomerate Central Retail is set to launch a blockchain-powered supermarket in the metaverse in partnership with digital tech asset platform Zipmex. 

The metaverse venture is part of Central Retail’s ‘CRC Retailligence’ strategy, which focuses on technologies and retail innovations to “cement its leadership in food retail innovation”. The announcement comes after the company’s distribution arm Central Marketing Group launched a virtual shopping mall last October.

“We plan to tap into the retail potential of the metaverse, a world that runs on digital asset infrastructures such as crypto and NFTs,” said Stephane Coum, CEO of food retail under Central Retail. 

“We see enormous potential to enhance shopper experience and lifestyle through convenient, seamless, and interactive access to products and services.”

Coum added that the Covid-19 pandemic was a key driver in reshaping consumer shopping behaviours, accelerating the development and uptake of new technologies and innovations in the retail space. 

“Our partnership with Central Retail is the perfect starting point for innovations in the food retail industry both in Thailand and Southeast Asia,” said Akalarp Yimwilai, CEO and co-founder of Zipmex Thailand.