An interconnected digital ecosystem, seamlessly blending the virtual and physical worlds, is termed as 'metaverse'. The metaverse offers unlimited virtual space to participants such as corporates and individuals, to explore and design their experiences. The present study showcases the potential of the metaverse to enhance the operations in retail, hospitality & tourism, and entertainment industries etc. The study posits that adoption of metaverse in these industries will alter the consumer decision-making journey, and their subsequent behavior. Corporate leaders by mapping this virtual space, where consumers have their digital doppelganger or avatars representing their digital persona, can reach the consumer across geographies. The study highlights that immersive experiences offered by the metaverse will be the essence of higher customer involvement, leading to value co-creation and seamless exchange of value. The final section of the study provides a perspective on the emerging issues and challenges in the form of privacy, security, racism, and digital hatred in the metaverse world.