E-Marketplace State of the Art and Trends: VR-ZOCO—An Architectural Proposal for the Future

Abstract

E-commerce has become uniquely relevant to small- and medium-sized enterprises (SMEs) as an essential catalyst for their growth and sustainability. SMEs see e-commerce portals as a strategic way to engage in digital business activities without having to implement costly proprietary e-commerce solutions. In addition, partnering with these portals frees them from complex tasks such as positioning, portal maintenance, and adapting the portal to new technologies and trends. This multifaceted advantage positions e-commerce portals as invaluable partners, streamlining operations and allowing SMEs to focus more on their core business competencies. However, e-commerce portals or e-marketplaces are not without their challenges. Today, they face increasing pressure to reduce their environmental impact and to empower local commercial businesses, as well as local businesses in the entertainment and culture industry. To address these challenges, there is a pressing need to propose new types of e-marketplaces that support the concept of the 15-minute city and in which virtual and augmented reality play a key role. These marketplaces would not only boost environmental sustainability but also strengthen the connection between local businesses and the community, creating a stronger and more collaborative network that benefits both businesses and consumers.

1. Introduction

In the dynamic landscape of modern commerce, the significance of e-commerce has evolved from being a strategic choice to a necessity for businesses around the globe [1,2,3]. Nowhere has this transition been more pronounced than in the aftermath of the COVID-19 pandemic [4,5]. This global crisis underscored the resilience and adaptability inherent in e-commerce, thrusting it into the forefront as an indispensable lifeline for businesses navigating unprecedented challenges [6].

The pandemic acted as a catalyst, accelerating the adoption of digital platforms for commercial activities [7,8]. The imperative to adapt swiftly and ensure business continuity became evident, leading enterprises to re-evaluate their traditional models and embrace the digital frontier [9]. In this context, electronic commerce (e-commerce) emerged as an essential means of sustaining operations, reaching customers, and thriving in an environment of social alienation and economic uncertainty.

E-commerce emerges as not just significant but transformative, reshaping traditional paradigms of commerce. This transformative impact is particularly pronounced for small- and medium-sized enterprises (SMEs), where e-commerce transcends being a mere tool and becomes a strategic cornerstone. For SMEs, the adoption of e-commerce is not just about staying relevant in the digital age: it is about unlocking a realm of opportunities that were once exclusive to larger enterprises.

E-commerce provides SMEs with a powerful means to amplify their reach, connect with a global audience, and compete on a broader scale. The digital storefront transcends physical limitations, offering SMEs an unprecedented avenue to showcase their products or services to a diverse market [1]. Beyond the geographical expansion to reach a wider audience, e-commerce streamlines operations, enhances efficiency, and provides valuable insights into consumer behavior and purchasing habits, which can help improve business decision-making [10].

For SMEs, the importance of e-commerce extends beyond transactions; it becomes a catalyst for growth, a vehicle for innovation, and a mechanism to establish a distinctive brand presence. As the business landscape continues to evolve, embracing e-commerce becomes not just a choice but a strategic imperative for SMEs looking not only to survive but to thrive in an increasingly digital-centric marketplace.

SMEs have a range of options when it comes to venturing into e-commerce and online sales [1]. While the ultimate aim for any company is to establish an independent web sales channel, creating its own online store, there are additional avenues worth exploring. An expeditious route for a company to embrace e-commerce involves tapping into online trading portals or electronic marketplaces, particularly those boasting robust market positions (e.g., Amazon, eBay, AliExpress, Alibaba, MercadoLibre, Rakuten, Etsy, and Walmart, among others) or regional electronic marketplaces developed and sponsored by government authorities [11] (e.g., CompraenManzanares—a virtual showcase that works as a catalog of the items sold in the stores of Manzanares. Project promoted by the City Council of Manzanares (town of Ciudad Real (Spain)) and the Chamber of Commerce of Ciudad Real, funded by the European Regional Development Fund (FEDER) and the Secretary of State for Trade https://www.compraenmanzanares.es, accessed on 26 August 2024). These platforms swiftly deliver commercial value to the company, easing its integration into the digital landscape and amplifying its market footprint. Among the notable advantages of adopting this approach, the following stand out [12,13]:

(a)

Expanding the customer base beyond its current audience by accessing the portal’s audience.

(b)

Employing an infrastructure that provides all the necessary functionality.

(c)

Selling immediately by eliminating the need to create and maintain a dedicated e-commerce website.

(d)

Accessing tools that perform valuable data collection and analysis on customer behavior, product performance, and market trends.

(e)

Streamlining order management and gain more time to focus on product development and customer satisfaction.

In order to conduct business online, SMEs simply have to decide who they want to work with, which is an e-market selection problem [13].

However, it is crucial to recognize that, despite the undeniable benefits, the adoption of an e-marketplaces also entails distinctive challenges. One of the most notable disadvantages lies in the loss of control over the customer experience. By relying on external platforms, companies may find themselves limited in their ability to fully customize customer interaction from site design to customer service management.

Furthermore, fierce competition within these portals can often result in market saturation, making standing out among a multitude of similar options a constant challenge [13,14,15]. Limited visibility and difficulty in differentiating the brand can become significant obstacles to building a unique and solid identity.

Another critical challenge is the reliance on third parties to process payments and handle financial security. Although e-marketplaces usually provide integrated payment solutions, vulnerability to potential platform failures or cyberattacks can raise concerns about the security of financial data and customer trust.

Finally, the fees associated with the use of these marketplaces must also be considered. Transaction fees and other charges can significantly impact profit margins, especially for smaller businesses.

No longer being an issue exclusive to e-marketplaces but rather a general concern of e-commerce is the issue regarding environmental impact [16,17]. There is a growing concern about the increase in the carbon footprint associated with packaging and shipping. The proliferation of individual packages, often with excess packaging, poses significant challenges to environmental sustainability.

The expansion of online sales can also have an impact on local businesses. As shopping shifts to digital platforms, local retailers may experience a decline in footfall, negatively impacting the local economy and the vitality of communities [18].

The current vision of e-marketplaces challenges the underlying philosophy of the 15-minute city concept [19]. The preference for online shopping and home delivery not only undermines support for local businesses, which has a negative impact on the economy and community cohesion, but can also increase the carbon footprint associated with transport, which is contrary to the principles of sustainability. Changing the dynamics of these marketplaces is essential for reconciling them with the ideals of proximity and sustainability of 15-minute cities.

In conclusion, although e-marketplaces provide a convenient gateway to the digital realm, it is imperative to holistically tackle their drawbacks. This comprehensive approach is crucial for optimizing the overall business experience and performance within the fiercely competitive digital landscape, aligning seamlessly with the core tenets of the 15-minute city concept.

The primary objective of this study was to conduct a comprehensive analysis of the current landscape of e-marketplace development and prevailing trends in the e-commerce domain. The focus was on gaining insight into the current state of these portals, identifying key patterns, and discerning the factors influencing their evolution. Ultimately, the aim was to use this understanding to propose a visionary outlook for the future of e-marketplaces. By synthesizing emerging trends and envisioning potential advances, we aim to contribute valuable perspectives that could shape the trajectory of e-marketplace development in the future.

The rest of this paper is structured as follows: Section 2 presents important concepts as well as the state of the art and trends in the development of e-commerce portals. Section 3 introduces a concept for a prospective e-commerce portal materialized through a method named VR-ZOCO. Finally, this paper ends with conclusions in Section 5

2. Electronic Marketplaces

2.1. Electronic Marketplace Definition

The advent of the technological revolution in recent years has spurred the extensive expansion of e-commerce, marking an irreversible trend that has given rise to the inception of novel business paradigms. A thriving business model with a steady growth in sales within e-commerce is the electronic marketplace, also referred to as e-marketplace, e-commerce marketplace, marketplace platform, or e-commerce portal. We refer to this concept as EM for the remainder of this article.

While the precise definition and classification of any emerging phenomenon are crucial to its development and provide the basis for future research, the recent emergence of the electronic markets (EMs) phenomenon has led to a lack of consensus within the academic and scientific community regarding its unique definition [20]. This is due to the abundance of EM models [11].

Nevertheless, several efforts in this direction can be found in the scientific literature in the field of information systems [6,20,21,22]. Wang et al. [20] defined EM from two different perspectives, an institutional one and a social one. From the institutional perspective, EM was defined as a means or mechanism for organizing and facilitating transactions; from the social perspective, EM was defined as a community in which buyers and sellers meet. Both definitions were combined by the authors to provide a single definition: electronic marketplaces are places where buyers and sellers conduct transactions by electronic means. As a contribution to this definition, [21] states that EM also implicitly involves trade financing organizations, logistics companies, taxation authorities, and regulators. Duan et al. [15], in a definition of EM, specifies the transactions that occur in the portal between buyers and sellers, noting the exchange of goods, services, and information online. Bakos et al. [23] defines the concept of EM from an information systems perspective as an interorganizational information system that allows the participating buyers and sellers to exchange information about prices and product offerings, perform payments associated with market transactions, and provide institutional infrastructure.

As with any complex and emerging concept, each new research effort conducted within the realms of information systems, economics, and marketing has contributed in some capacity to the definition of EM. The current state of the art in EM research reveals a diverse array of studies, which have been categorized into distinct groups [22], including general electronic market theory, market efficiency, pricing strategies, search costs, product dynamics, market structure, operational performance, and key research inquiries.

Furthermore, the definition of the concept of EM also depends on its intended purpose or use, as well as specific factors related to that purpose. These factors are used to classify EMs [20]: number of participants, roles of the actors, relationship dimensions, participant behavior, ownership, industry scope, market mechanisms, products, power asymmetries, and fee structures.

Based on the above, we focused on the EMs that connect buyers (or consumers) with sellers (or suppliers or providers) in a single ecosystem, by (1) allowing them to offer their products and information about them, along with the price on the seller’s side and to access this information on the buyer’s side; (2) in case of agreement, providing a mechanism to carry out commercial transactions with buy-it-now (BIN) or shopping cart functionalities. There are also other participants in the portal that support the whole process, such as trade finance organizations, payment providers, logistics companies, platform administrators, and EM owners or facilitators. The EMs we focus on in this paper are those that, according to [20], can be classified as business-to-consumer (B2C) portals (roles of the actors); independent, also called public or open (ownership); market-oriented relationships (relationship dimension); many-to-many participants (pure marketplaces), among which there is competition (number of participants); supporting one-off, repeat, and program buying relationships (participant behavior); horizontal (industry scope); standardized products (products); neutral (power asymmetries); charges for using their services (fee structure).

2.2. Current State of E-Marketplace Development

EMs have undergone significant evolution, driven by the interconnectedness and collaborative synergy of various actors within a unified ecosystem. At its core, an EM serves as a tangible platform or infrastructure that facilitates interactions between participants, allowing market transactions to take place seamlessly within an electronic realm. Although EMs are largely based on proprietary technological infrastructures, which—due to their proprietary nature—have limited the spread of these platforms, this section attempts to give an outline of what they look like and the functionalities they offer. To this end, the existing literature on the subject is reviewed [24], and proprietary EMs are examined.

EMs are basically information systems designed to facilitate online transactions between buyers and sellers. An EM application is made up of two main components: the front end and the back end.

The front end, often referred to as the storefront, serves as the user-facing interface where customers can explore, search, and purchase products or services. It is carefully designed to provide an intuitive and engaging shopping experience, with easy-to-use navigation, visually appealing product displays, and seamless checkout processes.

On the other hand, the back end serves as the operational backbone of the marketplace portal. It includes a set of robust functionalities designed to manage different aspects of the e-commerce ecosystem. Depending on the user’s role, whether buyer, seller, or administrator, the back end provides tailored information and tools to support their specific needs.

For buyers, the back end can provide features such as order tracking, personalized recommendations, and account management tools. Sellers can access tools for inventory management, sales analysis, and customer communication. Administrators use the back end to monitor and manage all marketplace operations, including user management, content moderation, and performance monitoring.

The front-end and back-end components of e-marketplaces embody the essence of web applications, each fulfilling distinct yet inter-related roles in facilitating online commerce. Within them we can find two well-differentiated parts: the first is the client side, where the user interface runs, and the second is the server side, where the application or service layer and the database data reside. Therefore, the principles and methodologies applied in web system development are still instructive for developing successful EMs.

The following is an analysis of the functionalities that are considered essential in the design and development of an EM, with the characteristics indicated in Section 2.1. These functionalities are presented for each of the components that make up the system, i.e., the front end and the back end, in the latter, taking into account the user roles that use the EM.

By specifying these functionalities, we aim to provide some guidelines that may be useful when building EMs. The approach taken differs from that in [25], which proposes common architectural designs, methods, and procedural models.

2.2.1. EM Front-End Functionalities

The front end should have functionalities that make the following possible:

FE1. 

Product navigation allows users to browse and search for products using categories, filters, and keyword search.

FE2. 

Product view displays detailed information about each product, including images or videos, descriptions, pricing, and availability, as well as product ratings and reviews from other buyers. It should also provide information about the seller, including the seller’s name, reputation, ratings, and comments from other buyers. This additional information helps users assess the trustworthiness of the seller and make informed decisions about their purchase.

FE3. 

Shopping cart allows users to add products for purchase, view the total amount of the purchase, and proceed to the checkout process.

FE4. 

Personalized login allows registered users to log in to their personal account to access personalized features and receive personalized recommendations based on their browsing history and past purchases. By logging in, users can enjoy a more relevant user experience tailored to their individual preferences.

FE5. 

Payment processing provides secure payment options and facilitates the completion of the transaction.

FE6. 

Customer support allows users to access support tools such as live chat, contact forms, or FAQs to resolve queries, obtain technical support, or resolve purchase related issues.

FE7. 

User reviews and ratings allows users to view and leave ratings and comments on products they have purchased and their shopping experience with a particular seller. This functionality includes a star rating system, detailed comments, and the option to upload photos of the received product. It also provides a summary of the ratings and a highlighted section for the most helpful and recent reviews. This information is crucial for other users to make informed purchasing decisions.

FE8. 

Corporate information and policies allow users to access information about the company, such as its history, values, mission and vision. It also provides details of the site’s policies, including terms of use, privacy policy, returns, and guarantees, as well as seller-specific policies such as delivery times, terms of sale, and refund policies.

FE9. 

Social media sharing allows users to share products they have viewed or purchased on the portal via social networks such as Facebook, Twitter, Instagram, etc. This functionality makes it easy for users to share their product discoveries with friends and followers, which can generate interest and drive traffic to the e-commerce portal.

2.2.2. EM Back-End Functionalities

Depending on the role of the user who accesses this component, whether user, seller, or administrator, the functionality of the back end is different.

From the user’s perspective, the back end should offer the following functionalities:

FBU1. 

User account management allows users to register, view, and update their personal information, as well as manage shipping addresses and communication preferences.

FBU2. 

Current order tracking provides users with real-time information on the status and location of their back orders.

FBU3. 

Order history allows users to access a complete record of all previous orders, including details such as products purchased, purchase dates, and order status. This allows them to keep track of their past purchases and makes it easier to manage returns or re-orders.

FBU4. 

Return management allows users to request product returns, view the status of current returns, and track the refund or exchange process. This functionality makes it easier for users to resolve issues related to defective, incorrect, or unsatisfactory products, providing them with a more reliable and worry-free shopping experience.

FBU5. 

Incident management allows users to contact the customer service department to resolve any incident or doubt related to their purchases, according to the procedure established on the portal.

FBU6. 

Wish list allows users to create and manage wish lists to facilitate future purchases and tracking of items of interest.

FBU7. 

Subscriptions and preferences allows users to manage their subscriptions to newsletters, product alerts, and other portal communications, as well as adjust their marketing and privacy preferences.

From the seller’s perspective, the back end should have the following functionalities:

FBS1. 

Shop registration allows sellers to register and list their shop on the portal, providing basic information such as shop name, description, history, logo, and contact details.

FBS2. 

Shop account management allows sellers to modify their shop on the portal, view and update their business information, as well as set communication preferences.

FBS3. 

Product management allows sellers to add new products, edit existing information, manage inventory, set prices, and upload product images if they do not already exist on the portal.

FBS4. 

Order management allows sellers to view orders received, update the status of orders (e.g., marking them as processed, shipped or delivered), and communicate with buyers about any order-related issues.

FBS5. 

Offers and discounts management allows sellers to create offers or discounts on products in the catalogue. Running campaigns of this type is designed to increase the number of sales in the shop.

FBS6. 

Sales analysis provides detailed statistics on the seller’s sales, including data on best-selling products, revenue generated, buying trends, and customer behavior.

FBS7. 

Customer service allows sellers to handle queries or issues related to their products, such as customer questions, requests for additional information, or complaints.

FBS8. 

Internal communication facilitates internal communication between the seller and the portal’s administrators, allowing them to resolve technical problems, receive updates on the site’s operation, and obtain assistance in the event of technical problems or incidents.

FBS9. 

Shop settings allow sellers to configure options specific to their shop, such as return policies, accepted payment methods, order processing time and shipping terms.

Finally, from the perspective of the portal administrator, the portal should have the following features:

FBA1. 

Management of information on the portal allows the administrator to modify important descriptions of the business, such as information about the company, its purpose, its history, contact details, return policies, accepted payment methods, order processing time, and shipping terms.

FBA2. 

Visual customization allows the administrator to customize the visual appearance of the shop, including the choice of themes, colors, logos, and page layout to reflect the brand identity and enhance the user experience.

FBA3. 

Site settings allow the administrator to configure key aspects of the site, such as payment options, returns policy, terms and conditions, tax settings, and security settings.

FBA4. 

Product catalogue management allows the administrator to manage the type of products sold on the portal, add new categories, subcategories and products, and edit or delete existing products.

FBA5. 

Catalogue relationship management allows the administrator to define the relationships between different types of products in the catalogue to enable cross-selling or up-selling.

FBA6. 

Payment management and payment methods allows the administrator to manage payments and configure the payment methods available on the gateway. This includes integrating with payment gateways, monitoring transactions, and configuring security options. It ensures a smooth and secure shopping experience for users.

FBA7. 

User and store management allows the administrator to manage customers and shops within the portal. This includes creating accounts and managing the information associated with them. This functionality ensures complete control over customer and store accounts in the portal, facilitating efficient management and growth of the online business.

FBA8. 

Analytics and reporting provide analysis and reporting tools for the administrator to obtain information on the performance of the portal, including data on sales, inventory, user traffic, and conversions.

FBA9. 

Shipping management provides tools for managing shipping logistics, including configuring shipping options, integrating with transport services, managing shipping labels, and tracking shipped packages.

FBA10. 

Transaction incident management allows the administrator to manage incidents that may occur during transactions, such as payment problems, order errors, customer complaints, or disputes between buyers and sellers.

FBA11. 

Communication between sellers, buyers, and administrator provides integrated communication tools that enable sellers, buyers, and administrators to interact effectively. This includes features such as internal messaging, live chat, support ticket systems, and contact forms that facilitate the resolution of queries, questions, or problems related to products, orders, shipments, or other transactional issues.

Artificial intelligence (AI) plays a key role in e-commerce portals as it drives the primary goal of increasing sales. Using advanced algorithms and data analytics, AI enhances the user experience through personalized product recommendations, tailored marketing campaigns, and dynamic pricing strategies. AI-powered chatbots and virtual assistants provide instant customer support, answering questions and resolving issues quickly, improving customer satisfaction and retention. In addition, AI assists with inventory management by predicting demand trends and optimizing stock levels to ensure that popular products are always available. For sellers, AI provides insights into consumer behavior, suggesting improvements to product descriptions, image quality, and promotional strategies, ultimately making their listings more attractive and effective. Through these diverse applications, AI not only streamlines operations but also significantly increases the efficiency and effectiveness of e-commerce platforms in achieving their sales goals.

2.3. Emerging Trends

A review of the literature on the design, development, and implementation of e-commerce portals identified eight key research themes from a variety of areas (business, management, and accounting; social sciences; computer science; environmental science; engineering; energy; economics, econometrics and finance or decision sciences) [12,21]: EM success, EM adoption, EM design, EM impact, EM and trust, EM and SMEs, mobile EM, and EM security.

Building on the eight identified research themes, the current landscape of EM necessitates further exploration in several cutting-edge areas. Each of these areas not only enhances the e-commerce experience but also addresses significant societal and environmental challenges.

• Environmental Impact of E-Marketplaces. As the digital economy expands, its environmental footprint becomes a growing concern. Research into minimizing carbon footprints through optimized logistics, encouraging local pickups, and integrating eco-friendly technologies is imperative [14,15,26]. This is particularly relevant in the development of models that support the concept of a ‘15-minute city’ [19], where consumers can access goods and services within a short walk or bike ride from their homes, thus reducing vehicular emissions and promoting sustainability.
• Strengthening Local Economies. The synergy between online platforms and local businesses can be harnessed more effectively. There is a significant gap in understanding how e-marketplaces can empower local economies while maintaining global reach [18]. Investigating strategies for local economic boosts, such as featuring local SMEs prominently on portals and creating dynamic local ecosystems, could provide substantial benefits to both consumers and local businesses.
• Generative Artificial Intelligence in EMs. The potential of generative AI as a copilot for both users and vendors in e-commerce portals remains largely untapped. Research into AI that can dynamically generate accurate and engaging product descriptions, provide personalized shopping advice, and create interactive and immersive experiences can transform user interactions. This involves not just recommendation systems but AI that understands and predicts user needs and preferences in real time [27,28,29,30].
• Virtual Reality, Mixed Reality, Augmented Reality and the Metaverse. With advancements in virtual and augmented reality, the next frontier for e-commerce lies in immersive experiences. The development of interfaces that allow consumers to interact with products in a virtual space offers a richer, more informative shopping experience. Investigating how these technologies can be seamlessly integrated into existing platforms and studying their impact on consumer behavior and satisfaction, will be crucial [31,32,33].

Each of these areas presents unique challenges and opportunities for research and development. The proposed e-commerce portal model aims to leverage these trends to not only enhance user experience but also to contribute positively to environmental sustainability and local economies. The next section details how these integrations are envisioned within the new platform, addressing the specific functionalities that set it apart from existing solutions.

3. Proposed E-Marketplace for the Future

3.1. New Ideas for the EM Future

In order to respond to or work on these emerging trends, we developed a new EM model that includes new entities in addition to businesses or commerce, which are public entertainment businesses, recreational activities businesses and tourist accommodation businesses [34].

Public entertainment businesses are establishments that provide recreational, cultural, and leisure activities to the general public. These businesses include a wide range of venues and services, such as cinemas, theaters, concert halls, amusement parks, sports arenas, and other facilities that host live performances, screenings, exhibitions, and recreational activities (see

Table 1. Types of public entertainment.

Public Entertainment [34]
Leisure and entertainment	Café entertainment
	Circuses (permanent and portable)
	Exhibition premises
	Party halls.
	Restaurant shows
Cultural	Auditoriums
	Museums
	Tourist routes
Cinemas	Drive-in cinemas
	Temporary (portable or demountable) cinemas.
	Permanent cinemas
Squares and enclosures	Permanent bullrings
	Nonpermanent and portable bullrings
	Congress halls.
	Concert halls
	Conference halls
	Exhibition halls
	Multi-purpose halls
Theaters	Permanent theaters
	Portable or demountable temporary theaters
Sports	Pitches of football and rugby, baseball fields and similar
	Basketball, handball, volleyball and similar
	Clay pigeon and similar shooting ranges
	Shooting galleries
	Tennis courts and similar
	Rinks for skating, ice hockey, roller hockey and similar
	Swimming pools
	Boxing, wrestling, judo and similar venues
	Circuits for motorbikes, automobiles and similar
	Velodromes
	Racetracks
	Courts for fronton, trinquet, squash and similar
	Sports centers
	Bowling alleys
	Billiard halls
	Gymnasiums
	Athletics tracks
	Stadiums
	Pedestrian race courses
	Cycling, motorcycling, motor racing and similar
	Motocross, trial and similar events
	Nautical trials and exhibitions
	Aeronautical trials and exhibitions

). Their primary goal is to offer entertainment and leisure experiences that attract and engage diverse audiences.

Recreational activities businesses are establishments that offer various leisure and recreational services, including but not limited to restaurants, nightclubs, arcades, and amusement centers (see

Table 2. Types of recreational activities.

Recreational Activities [34]
Dance	Discotheques and dance halls.
	Youth halls.
Sports and recreational	Premises or enclosures, without spectators, intended for practicing sports and recreational activities for the public in any form.
Games of chance and recreation	Casinos.
	Establishments of collective games of money and of chance.
	Games and recreational halls.
	Recreational and amusement halls.
	Raffles.
	Other premises and facilities assimilable to the aforementioned in accordance with the provisions of the sectorial regulation in the matter of Game.
Leisure	Amusement parks, fairs and similar.
	Aquatic parks.
	Fair booths.
	Permanent zoological parks.
	Zoological parks in natural environment and similar.
	Verbenas and popular festivals or folkloric manifestations.
	Other establishments open to the public.
For leisure and fun.	Cocktail bars without live musical performances.
	Bars with live musical performances.
	Taverns and wine cellars.
	Cafeterias, bars, coffee bars and assimilable.
	Chocolate shops, ice cream parlors, tea rooms, pastry shops, and similar.
	Restaurants, self-service restaurants and the like.
	Terraces.

). These businesses focus on providing enjoyable and engaging experiences for socializing, dining, and recreational play, catering to individuals and groups looking for relaxation and entertainment.

Tourist accommodation businesses are establishments that provide lodging and related services to travelers and tourists. These businesses include hotels, motels, bed and breakfasts, hostels, vacation rentals, and resorts (see

Table 3. Types of tourist accommodations.

Tourist Accommodations
Hotel
Apartment
Hostel
Bed & Breakfast
Camping site
Motel
Guesthouse
Resort
Rural accommodation
Vacation rentals

). Their primary goal is to offer comfortable and convenient places for tourists to stay, often providing additional amenities such as dining options, recreational facilities, and concierge services to enhance the overall travel experience.

The portal entities are noted as $PE$ ($PE=${$Commerce$, $Recreational\_activities$, $Public\_Entertainment$, $Tourist\_accomomdation\}$).

As before, commerce offers products in the EM’s catalogue, public entertainment and recreational activity businesses offer leisure activities, and accommodation businesses offer their available accommodation. Visitors to the portal are therefore able to buy products, obtain information on, book, rent or buy tickets for leisure activities available in an area of interest, and book tourist accommodation.

The aim is to boost local economies and protect the environment by fostering a symbiotic relationship between them all (see Figure 1). The relationships are binary and are determined by permutations of $\left|PE\right|$ elements in 2 positions, that is, ${ }^{\left|PE\right|}{P}_2={\displaystyle \frac{\left|PE\right|!}{\left(\right|PE|-2)!}}$. Let us look at the relationships that are established:

If the visitor wants to buy a product on the portal, they are given the option of buying it in local shops or collecting it from local collection points. And the portal could make the following recommendations:

• Commerce: recreational activities. In association with the act of purchase or collection in the shop, the visitor is recommended, on the basis of their profile, a recreational activity (e.g., sitting on a terrace and having an ice cream).
• Commerce: public entertainment. Also, the visitor could be recommended to attend a public show held near the store where they will make the purchase or collection (e.g., purchasing a ticket to see a film at the cinema).
• Commerce: tourist accommodation. In the case of a special object (e.g., a sword or damascene handicraft from Toledo (Spain)), the visitor is recommended to purchase it in the city where it is manufactured, with recommendations for accommodation near the place where it is sold or made.

If the visitor shows interest in participating in a recreational activity or makes a reservation through the portal (e.g., booking a table in a restaurant), the portal could make several recommendations in the next three lines:

• Recreational activities: commerce. Visitors could be advised to go shopping in nearby businesses after the activity is over.
• Recreational activities: public entertainment. The visitor could also be recommended to attend a public show (e.g., to buy a ticket to attend a theater performance).
• Recreational activities: tourist accommodation. It could also make recommendations for accommodation (e.g., booking a hotel after a dinner if the restaurant is in a different location from the visitor’s home).

If the visitor will be attending a public performance (e.g., a night show at Puy du Fou in Toledo (Spain), the portal could make the following recommendations:

• Public entertainment: tourist accommodation. The portal could recommend accommodation for the visitor to spend the night after the show.
• Public entertainment: commerce. It could also recommend to the visitor buy some material that might be necessary to carry out the activity from a nearby shop (e.g., to buy a cardigan for the cold nights in Toledo).
• Public entertainment: recreational activities. And, of course, it could recommend some recreational activity (e.g., a restaurant where they can have lunch or dinner before or after the show).

If a visitor wants to book accommodation in a city through the portal, the portal could make the following recommendations:

• Tourist accommodation: commerce. It could suggest some nearby shops where they can buy the products they might need for the first few days of their stay (e.g., purchase products from a nearby corner shop for dinner on the day of arrival).
• Tourist accommodation: public entertainment. It could also recommend buying tickets for public events that are scheduled for the same dates as their stay in the city.
• Tourist accommodation: recreational activities. Of course, it could also recommend recreational activities in businesses close to where they are staying in the city (e.g., having a beer on a terrace in the square at the foot of the cathedral).

This approach transforms the customer experience with an all-in-one solution but not only that: it is a response to consumers who are aware and concerned about the health of the planet, the environmental footprint or the origin of products, and who prefer local products and services from km 0. And, it is not just them but also companies that are committed to environmentally responsible trade and the local economy. The portal encourages users to shop or pick up orders from local stores or specific local points. Moreover, the portal generates and suggests personalized “leisure plans” based on user profiles.

This method enriches the user experience and represents a significant advancement in the evolution of EM. It should also have multiple interfaces—mobile, web and VR—and use AI not only to generate product recommendations but also to create personalized entertainment schedules. Generative AI also helps users search for products and solve queries about products, leisure activities and accommodation, purchase processes, payments and more. It also helps sellers (whatever their type, see Figure 1) optimize the sale of their products by paying attention to the text provided, the quality of images and VR models.

In the following section, we detail the new functionalities arising from the use of this innovative concept, highlighting how they address current needs and trends in the e-commerce landscape.

3.2. New Functionalities for the EM Future

Obviously, the inclusion of new agents in the portal, new types of tradable ‘products’, as well as new ideas implies the emergence of new functionalities that will be added to the existing ones previously presented (see Section 2.2). It should be noted that the new entities included in the portal (i.e., public entertainment businesses, recreational activity businesses and tourist accommodation businesses) will have a seller profile and will share some of the previously presented functionalities of this profile.

In the following, we explain in detail which functionalities are new in the proposed EM and which of the existing ones should be modified. Due to space limitations, this study does not focus on the detailed description of algorithms, testing procedures or development aspects of the VR-ZOCO e-marketplace. These areas will be explored in future work, where we aim to further investigate the technical implementation and optimization of the proposed functionalities.

3.2.1. EM Front-End Functionalities

The functionalities in the front end are the following:

FE1. 

Product Navigation. It was necessary to add the possibility of browsing the portal by entity type ($PE$), and filtering the results by purchase km 0 should be part of the process.

FE2. 

Product View. This functionality should also be adapted to the new types of “products” offered on the portal, incorporating advanced visualization mechanisms such as 3D object manipulation, personalization and virtual reality experiences.

FE3–9. 

They do not change; they just need to be adapted.

FE10. 

Virtual reality environment adaptability enables the customization and adaptation of the virtual reality environment based on individual user characteristics and needs. This includes adjustments for users with disabilities, such as navigation and interaction adaptations for wheelchair users, control options for people with reduced mobility, and specific visual and auditory settings. This functionality ensures that all users can comfortably and effectively interact with the portal, regardless of their physical abilities.

FE11. 

AI-powered virtual assistants integrate AI-powered virtual assistants that can provide help to customers during the purchasing process upon request. These assistants are capable of answering customer queries, offering product recommendations, and providing guidance throughout their shopping experience. This functionality enhances customer support by offering real-time, personalized assistance, making the shopping process smoother and more engaging.

FE12. 

Social shopping allows users to shop virtually with friends or family. This feature includes the ability to invite other users to a real-time collaborative shopping session where they can share screens, chat, make recommendations and comment on products in real time. It facilitates a collaborative and social shopping experience that mimics the experience of shopping in a physical store with friends or family.

3.2.2. EM Back-End Functionalities

All of the functionalities that were previously described in the back end are retained. In addition, the following are added.

From the user’s perspective, the following functionalities will be in demand:

FBU1–7. 

They will not change; they just need to be adapted.

FBU8. 

Multichannel user data integration collects and unifies user information from multiple devices such as mobile, virtual reality environments and the web. This functionality ensures that all data captured from user interactions are integrated into a single profile, enabling a personalized and consistent experience across all environments. This includes purchasing preferences, browsing history, previous interactions and any other relevant information to enhance the user experience.

The following functionalities will be in demand from the seller’s perspective:

FBS1–9. 

They will not change: they just need to be adapted.

FBS10. 

AI-powered seller assistants integrate AI-powered assistants to help sellers optimize the presentation and sale of their products or services on the portal. These assistants can provide insights and recommendations on pricing strategies, product descriptions, inventory management, and marketing tactics. By analyzing market trends and customer behavior, the AI assistant helps sellers make data-driven decisions to enhance their sales performance.

FBS11. 

Support for 3D model digitization orovides tools and support for digitizing products into 3D models. This includes 3D scanning services, modeling and editing tools, and guidelines for creating accurate, high-quality 3D models. This functionality ensures that sellers can offer realistic virtual representations of their products, enhancing the shopping experience in virtual reality environments.

FBS12. 

Create themed spaces in virtual reality allows sellers to create and customize themed spaces in virtual reality environments to present their products in a more engaging and contextual way. This functionality provides tools to create specific environments that reflect the style and history of the products being sold. For example, a store in Toledo that sells swords can create a medieval environment to showcase its products. Sellers can use this functionality to create an immersive and entertaining shopping experience, increasing customer interest and interaction with their products.

From the portal administrator’s perspective, the following will be required:

FBA1–11. 

They will not change; they just need to be adapted.

FBA12. 

Unified Content Management. This enables centralized management of all data and content on the portal, ensuring that product or activity information, images, descriptions and other details are shared and automatically synchronized across all available platforms, including mobile web, desktop web and virtual reality glasses. This eliminates the need to upload information multiple times and ensures consistency and simultaneous updates across all user interfaces.

FBA13. 

Loyalty Points Program and Cross-Recommendations. This involves the implementation of a loyalty points program that rewards users for their purchases and activities on the portal. These points can be redeemed for discounts, special promotions, or services at tourist accommodation, public entertainment or recreational activities businesses, such as restaurants or stores in different categories. The functionality includes the ability to recommend complementary products or services based on the user’s purchases, thus fostering relationships between different types of businesses. Additionally, it provides users with information about their accumulated points and available redemption options.

FBA14. 

Business Collaboration Tools. These tools provide businesses within the portal with tools to facilitate the creation and management of commercial relationships between them. This functionality includes the ability to establish joint purchasing agreements, develop joint loyalty programs and create cross-promotions and offers. It also provides a communication and collaboration platform where businesses can negotiate and coordinate joint initiatives such as marketing campaigns and special events. This functionality fosters a collaborative ecosystem that allows businesses to leverage synergies and deliver more value to customers.

FBA15. 

Security management ensures robust security measures throughout the portal to safeguard user data and transactions. This functionality includes the implementation of advanced encryption and secure storage protocols to protect sensitive personal and financial information; integration with trusted payment gateways and utilization of secure communication protocols (e.g., SSL/TLS) to ensure safe and reliable transactions; establishment of rigorous access control mechanisms, such as role-based access control (RBAC), to manage user permissions and prevent unauthorized access; continuous monitoring of system activities and auditing of security logs to detect and respond to potential threats or breaches promptly; and adherence to data protection laws and industry regulations (e.g., GDPR, PCI-DSS) to maintain legal compliance and build user trust. By prioritizing security as a core functionality, the portal provides a secure environment for users and stakeholders, fostering trust and confidence in their interactions.

FBA16. 

Boosting local economies offers AI-based methods and techniques to boost local economies by encouraging purchases from nearby businesses and fostering relationships with nearby businesses that can provide a complete user experience (see Section 3.1).

In addition, the portal’s recommendation systems should be improved to make recommendations such as those outlined above, linking all types of portal entities $PE$ (see Section 3.1). It would also be interesting to include a leisure plan generator.

4. System Architecture Design for VR-ZOCO

To support the wide range of functionalities and ensure optimal performance, this paper proposes an architecture for an e-commerce portal that implements the ideas outlined above, called VR-ZOCO. This design follows a modular approach, allowing each module to focus on specific functionalities, thereby enhancing flexibility, scalability and maintainability. The proposed modular architecture includes the following key components:

• User Interface Module ($m_{UI}$)
  The User Interface Module is responsible for managing the interactions between users and the portal. It ensures a seamless user experience across various devices, including virtual reality headsets, mobile phones, and desktop/laptop web browsers. This module handles the presentation layer, adapting the interface to different screen sizes and input methods. It also integrates a personalization engine that tailors the user experience based on individual preferences and past interactions, enhancing user engagement and satisfaction.
  • Functionalities: Many.
• Portal Customization Module ($m_{PC}$)
  The Portal Customization Module empowers administrators to modify and personalize the appearance and content of the e-commerce portal. It includes tools for homepage customization, allowing administrators to design and modify the homepage layout, arrange sections, and feature products and promotions. The module also provides options for branding elements, enabling the customization of logos, color schemes, fonts, and backgrounds to reflect the desired brand identity. Content management capabilities allow for the addition, editing, and removal of text, images, videos, and banners across the portal, including updates on company information and policies. Administrators can select from a variety of predesigned themes and layouts, ensuring quick and cohesive visual updates. Specific sections of the portal, such as product categories and customer service areas, can be tailored to enhance user experience. The module integrates customizable interactive elements like sliders and pop-ups to showcase new arrivals and special deals. Additionally, analytics integration tracks the performance of different customization elements and layouts, providing insights into user engagement and allowing for data-driven adjustments. This module ensures the portal remains attractive, up-to-date, and aligned with the business’s brand strategy.
  • Functionalities: FBA1, FBA2, FBA3.
• Product Management Module ($m_{PM}$)
  The Product Management Module oversees the cataloguing and organization of products within the portal. It handles the creation, updating and deletion of product listings, ensuring that all product information, including descriptions, images, videos and 3D models, is accurately maintained. This module also manages stock levels, tracking product availability to prevent overselling and notifying users of stock status. In addition, it provides robust viewing, searching and filtering capabilities, allowing users to efficiently find products based on a variety of criteria, such as category, price range, brand and user reviews. By providing these comprehensive tools, the Product Management Module facilitates efficient product discovery and selection, improving the overall user experience.
  • Functionalities: FE1, FE2, F10, FBS3, FBS5, FBA4, FBA5, FBA12, FBA13.
• User Management Module ($m_{UM}$)
  The User Management Module is essential for handling user authentication, authorization, and profile management. It manages user registrations, logins, and role-based access controls to ensure secure and personalized access to the portal’s features. This module stores and maintains user profiles, which include personal information, purchase history, and loyalty points. By maintaining comprehensive user profiles, this module enables personalized experiences and targeted marketing efforts.
  • Functionalities: FBU1, FBU3, FBU6, FBU7, FBA7.
• Order Processing Module ($m_{OP}$)
  The Order Processing Module is a key component that manages the entire lifecycle of an order, from the moment a user adds items to their shopping basket until the order is delivered, including the management of returns. It handles the complexities of the checkout process, integrates with multiple payment gateways for secure transactions, and provides real-time updates on the status of orders. By offering comprehensive tracking capabilities, it ensures that users are kept informed of the progress of their order, increasing transparency and customer satisfaction. In addition, this module is responsible for managing the logistical aspects of order fulfillment, including coordination with shipping services and inventory systems to ensure timely and accurate delivery.
  • Functionalities: FE3, FE5, FBU2, FBU4, FBS4, FBA6, FBA9.
• Social Media Integration Module ($m_{SMI}$)
  The Social Media Integration Module facilitates the connection between the e-commerce portal and various social media platforms. This module allows users to seamlessly share products, reviews and purchases on their social media profiles, increasing product visibility and engagement. By providing these comprehensive tools, the module supports efficient product discovery, selection and promotion, enhancing the overall user experience.
  • Functionalities: FE9.
• Virtual Reality Environment Module ($m_{VRE}$)
  The Virtual Reality Environment Module enables the creation and customization of immersive virtual environments within the portal. This module allows sellers to design themed spaces that enhance the shopping experience, such as a medieval setting for a store selling swords. It also provides tools for creating and managing 3D models of products, ensuring that users can interact with these models in a virtual space. By offering immersive and engaging environments, this module enhances user engagement and provides a unique shopping experience.
  • Functionalities: FBS11, FBS12.
• Artificial Intelligence Module ($m_{AI}$)
  The Artificial Intelligence Module leverages advanced AI technologies to enhance various aspects of the portal. This module includes AI-powered virtual assistants for customer and seller support, a personalization engine for tailoring user experiences, predictive analytics for forecasting trends, and automated content generation. By integrating these AI capabilities, the module significantly improves user engagement, operational efficiency, and security.
  • Functionalities: FBS10, FBA16.
• Data Analytics and Business Intelligence Module ($m_{ABI}$)
  The Analytics Module is pivotal within the e-commerce portal, offering actionable insights and performance metrics for both businesses and administrators. It enables businesses to track sales trends, customer behavior, and product performance through intuitive reports and dynamic dashboards. By leveraging comprehensive customer insights, businesses can optimize marketing strategies, enhance customer engagement, and make informed decisions on inventory management and pricing. On the other hand, they can also obtain operational metrics and financial data, the analysis of which allows them to make decisions about the business. With predictive analytics capabilities, businesses can anticipate future sales trends and market shifts, empowering proactive adjustments to strategies. Overall, the module supports data-driven decision making, operational efficiency, and sustainable business growth within the e-commerce ecosystem.
  • Functionalities: FBU8, FBS6, FBA8.
• Collaboration and Communication Module ($m_{CC}$)
  The Collaboration and Communication Module facilitates interactions between users, businesses, and portal administrators. It provides tools for businesses to collaborate on joint purchasing agreements and shared loyalty programs, fostering a cooperative ecosystem. This module also manages user feedback, reviews, and ratings, ensuring that valuable insights from customers are captured and addressed. By enabling effective communication and collaboration, this module helps build a strong and supportive community within the portal.
  • Functionalities: FE6, FE7, FBU5, FBS8, FBS9, FBA10, FBA11, FBA14.
• Business Management Module ($m_{BM}$)
  The Business Management Module provides tools and features for businesses to effectively manage their presence on the portal. It allows businesses to register, set up, and customize their stores, as well as manage their products and services.
  • Functionalities: FBS1, FBS2, FBS9.
• Security and Compliance Module ($m_{SC}$)
  The Security and Compliance Module ensures that the portal adheres to strict security protocols and regulatory requirements. It implements data encryption, secure access controls, and other measures to protect user data and transactions. This module also ensures compliance with relevant laws and regulations, such as GDPR (The General Data Protection Regulation (GDPR), or Regulation 2016/679, is an EU law on the protection of individuals with regard to the processing of their personal data and on the free movement of such data within the European Union and the European Economic Area https://data.europa.eu/eli/reg/2016/679/oj, accessed on 26 August 2024), by managing data privacy and protection policies. By prioritizing security and compliance, this module builds trust with users and safeguards the portal’s integrity.
  • Functionalities: FE8, FBA15.

By adopting a modular design, VR-ZOCO can efficiently handle the complex and varied requirements of a modern e-commerce platform, providing a seamless and enriched shopping experience for all users.

Formalization of the Method

The proposed portal can be formally defined as VR-ZOCO $=\{E,C,M,U,B\}$, where E is the set of environments in which the portal are available; C is the catalog of products, shows, accommodations, and activities offered to users on the portal; U is the set of users who are registered in the system; B are the businesses that offer their products, shows, accommodations, and/or activities through the portal; and M is the set of modules that provide the functionalities that allow everything to work correctly and facilitate commercial activities between the parties.

The parameter E determines the environments in which users can interact with VR-ZOCO, using various devices including virtual reality headsets, smartphones, and desktop or laptop computers via a web browser (see Figure 2). This multiplatform accessibility ensures a seamless and immersive shopping experience, catering to the preferences and needs of all users.

The catalog C of the portal is divided into four major sections: $C_1$, $C_2$, $C_3$, and $C_4$. The section $C_1$ is the usual one for EMs, containing physical or digital products that businesses sell through the solution, and will feature categorization into subcategories by types of products (i.e., Books; Films, TV, Music, and Games; Electronics and Computers; Home, Garden, Pets, and DIY; Toys, Children, and Baby; Clothes, Shoes, Jewelery, and Accessories; Sports and Outdoors; Food and Grocery; Health and Beauty; and Car and Motorbike); $C_2$ is the different public shows taking place in a city and are shown in Table 1; $C_3$ is the various recreational activities that can take place in a city, which can be consulted in Table 2; and $C_4$ consists of the different types of accommodations that can be booked through the portal (i.e., Hotel; Apartment; Hostel; Bed and Breakfast; Camping site; Motel; Guesthouse; Resort; Rural accommodation; and Vacation rentals) (see Table 3).

The set of modules M are responsible for providing the desired functionalities to the EM (i.e., $M=\{m_{UI}$, $m_{PC}$, $m_{PM}$, $m_{UM}$, $m_{OP}$, $m_{SMI}$, $m_{VRE}$, $m_{AI}$, $m_{ABI}$, $m_{CC}$, $m_{BM}$, $m_{SC}\}$). Each module $m_x\in M$ performs a series of functionalities of the EM (see Section 3.2).

The set of users U comprise all users who have registered on the portal at some point, $U=\{u_1,\dots ,u_n\}$. Essential personal data are recorded about these users, which will allow for their profiling to provide them with good service as well as to better understand and know them. In the proposed commerce portal, the user is considered from various perspectives, which are

• Demographic data (dd) include attributes such as age, sex, place of residence and may include socioeconomic factors such as occupation, family situation, income, and physical characteristics or disabilities.
• Psychographic data (pd) include information about their personality, lifestyle, interests, values, and attitudes.
• Behavior on the digital platform on the web (dcpw) includes data about the way they interact on the portal: the searches they perform, the satellite stores or businesses they visit and follow, the products viewed, the products tracked, the duration of those visits to a product, the products added to the shopping cart, the products abandoned in the cart, their purchases, the products of recurrent visit, the points at which they leave the portal, the points that cause their first interest or why they come to the portal.
• Behavior in the virtual world (dcmv) includes data about how they interact in the virtual world, some, as will be observed, of which are similar to those previously seen: products viewed, added to the cart, abandoned in the cart, and purchased; products manipulated, type of manipulation, time dedicated and detailed product information consulted; and the movements made by the user through the virtual environment; areas visited, time spent in each of them and movements between zones; and information consulted about stores.
• Behavior in the real world (dcmr) includes data about stores visited, satellite businesses visited, usual pickup points, as well as leisure activities accepted, usual pickup times, products purchased nearby, products picked up in store, and products purchased with home delivery, frequent sellers.

The business set of the EM, B, consists of all businesses that offer products or services through the portal $B=b_1,\dots ,b_m$, where each $b_i\in B$ can be commerce, a public entertainment business, a tourist accommodation business, or a recreational activities business or also a pickup point, where products sent from other cities can be collected locally. Depending on the type of business (i.e., $type\left(b_i\right)$), different information is stored, with the location being essential for all of them.

All information about users, businesses, products, and services offered, as well as usage data of the EM, is stored in the persistence layer of the EM.

Although the portal will have a similar look and feel to the current ones, there will be some novelties in relation to the proposals already made (see Figure 3). One of the innovative aspects of the proposed portal is the interaction of the users with the portal through virtual reality devices and the support that must be provided to sellers to upload their products or services in 3D models to the portal (see Figure 4). Additionally, thematic scenarios can be created to sell special products, such as the sale of swords in the city of Toledo (see Figure 5).

Another novel part of the proposal is the implementation of algorithms (f) to create plans and relationships as established in Section 3.1. These algorithms use for the user u profile ($p\left(u\right)$), the purchase made by them ($c\left(u\right)$), the business where the user will pick up/enjoy their purchase ($b_i$ s.t. $b_i\in B$), the date (d s.t. $d\in Date$) and time (t s.t. $d\in Time$) they will pick up/enjoy their purchase, the weather forecast ($wf$ s.t. $wf\in WF$), and the availability of nearby leisure products or services or accommodations that can be scheduled in time slots compatible with the act of picking up (A), creating a plan for the user ($P\left(u\right)$ s.t. $P\left(u\right)\in P$), enhancing the shopping experience. The plan generation algorithms are defined in the following space:

$$f:p\left(u\right)\times c\left(u\right)\times B\times Date\times Time\times WF\times A\to P$$

A plan is nothing more than a sequence of actions that can be carried out in person at businesses associated with the portal in a time frame close to the act of picking up/enjoying the purchase made on the portal. This way, it connects commerce with other businesses, strengthening the local economy of a city (see Figure 6 and Figure 7).

This portal embodies all the ideas presented in the previous section and illustrates what the architecture of a future e-commerce portal could look like in terms of new functionalities (see Figure 8).

5. Conclusions

Today, it is essential for companies of all sizes—large, medium, and small—not only to have a presence on the web, but also to sell through it. To achieve this, companies have two main alternatives: one is to develop their own e-commerce solution, and the other is to sell through e-commerce portals that rely on third parties to allow them to sell through their platform in exchange for some form of financial compensation (i.e., Amazon, AliExpress, Alibaba). Each of these alternatives has its pros and cons. However, the second alternative allows for a more immediate web presence by allowing the use of an already developed system. In addition, these solutions have high levels of maturity and implementation of current technologies. Keeping abreast of technology developments and incorporating them into the portal is essential for portal owners, as it is a differentiating element that will help them attract businesses to their portal. They should not only be aware of the new technologies that are being proposed but also of the new conceptual trends that are being incorporated into e-marketplaces.

The new e-commerce marketplaces to be designed in the future must respond to the new generation of consumers who are more responsible and critical of the online shopping process and who are concerned about reducing the environmental impact of e-commerce and its negative effects on traditional businesses and the prosperity of local economies.

The aim of this article is to respond to these users by presenting an innovative proposal for the e-commerce marketplaces of the future, focused on supporting small0 and medium-sized enterprises (SMEs), integrating into the portal not only the shops that sell their products online, as has been the case to date, but also businesses and places of leisure, entertainment, and culture, such as bars, restaurants, theaters, cinemas, museums, sports clubs, gyms, and exhibition halls, among others. The aim is to promote a symbiotic relationship among online shopping, shopping in physical stores, and leisure activities. The portal will encourage shopping or collection in shops or at specific local points, with benefits for the environment and the strengthening of the local economy. It will also generate and suggest personalized ‘plans’ based on the user’s profile, to be carried out at nearby businesses, related in some way to the purchase made and the user’s interests. The latter will enrich the user experience and represents a significant step forward in the evolution of e-commerce portals.

The proposed e-commerce marketplace will also offer users the ability to browse and evaluate products from the comfort of their own homes through VR, much as they would if they were visiting the store in person. AR and VR make it possible to present products in an engaging way and create a more immersive experience for portal users.

The proposed portal effectively meets the expectations of the new generation of users because, (1) whenever possible, it encourages them to purchase and/or pick up products from a local store or collection point near them, eliminating the need for packaging and home delivery; (2) it promotes engagement in activities at nearby businesses based on their profile and needs, thus enhancing local economies; and (3) it offers mechanisms that allow users to evaluate products as if they were physically in the store, providing a highly immersive and appealing experience. This approach not only enhances user convenience and satisfaction but also supports local commerce and reduces the environmental impact associated with packaging and delivery.

A portal such as the one proposed would enhance their brand image and revalue their brand by caring for local businesses that are under heavy tax pressure and price competition; by preserving the traditional culture of localities and areas; by caring for local businesses close to the shops, some of which will be owned by close family and friends; and by reducing the rise in unemployment in the areas, as stable and higher-quality jobs tend to be maintained in self-employed, small- and medium-sized local businesses.

While we recognize the importance of empirical validation with real customers, this has not been possible as the method is based on a prototype. However, initial evaluations have been carried out with people of different ages, and the idea has been presented to chambers of commerce and businesses, with positive feedback.