Why are some e-commerce platforms and retailers making acquisitions in the metaverse and augmented reality as a way to make online shopping more like shopping in person?

Amazon may no longer be the only game in town when it comes to aggregators and the online retailers they acquire. Several recent deals by startup aggregators indicate that Shopify is the up-and-coming M&A e-commerce platform. This trend may suggest that demand for Fulfillment by Amazon (FBA) businesses has reached a saturation point and that competing platforms offer more opportunity.