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The purpose of this study is to examine live shopping in the metaverse in terms of visual and spatial analytics, cognitive artificial intelligence techniques and algorithms, and immersive digital simulations. In this article, we cumulate previous research findings indicating that retail analytics can build brand awareness and improve operational performance across shared virtual environments by customizing user experiences. We contribute to the literature on retail business models in the metaverse environment by showing that cognitive artificial intelligence techniques and algorithms can be pivotal in virtual commerce by enhancing digital shopping experience through location data. Throughout March 2022, we performed a quantitative literature review of the Web of Science, Scopus, and ProQuest databases, with search terms including “metaverse” + “live shopping,” “visual analytics,” “spatial analytics,” “cognitive …