Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shopping experiences, retailers in grocery segment must identify and forecast opportunities and emerging challenges to achieve a competitive advantage with appropriate marketing strategies. By anchoring in the brick-and-mortar context, the present paper discusses the sources of competitive advantage for grocery segment retailers in the Metaverse, highlighting differences and similarities with the traditional retail context. Moreover, following a marketing perspective, a research agenda is presented, looking at the retail sources of competitive advantage in the Metaverse.

零售业是元界重点涉及的行业之一。鉴于假设实体购物体验和虚拟世界购物体验的融合，食品杂货领域的零售商必须识别和预测机会和新出现的挑战，以便通过适当的营销策略获得竞争优势。通过立足于实体环境，本文讨论了元宇宙中杂货细分市场零售商的竞争优势来源，强调了与传统零售环境的差异和相似之处。此外，从营销角度提出了一项研究议程，着眼于元宇宙中竞争优势的零售来源。