The metaverse, a virtual reality-based interconnected digital space, has garnered considerable attention in recent years, presenting promising prospects within the B2B sector. Consequently, the implementation of the metaverse possesses the capacity to influence the operational landscape of B2B firms, introducing novel opportunities and necessitating substantial organizational changes. However, the extent of scholarly investigation pertaining to this specific subject remains limited.

As a result, the present study aims to investigate the impact of implementing the metaverse on the operations of B2B firms. By conducting a qualitative research approach, comprising a series of 16 interviews with participants from diverse backgrounds and expertise, this study undertakes a comprehensive examination of the definition, advantages, challenges, preparatory measures, and sustainability of metaverse implementation in B2B firms.

This research advances knowledge on metaverse implementation in the B2B sector, offering theoretical and practical insights into benefits, challenges, preparation, and sustainability. It equips managers with the knowledge to assess the metaverse's potential, address risks, and adopt successful implementation strategies.