Security in Metaverse Markets: Challenges and Solutions—A Comprehensive Review

ABSTRACT This review paper provides a systematic overview of the metaverse markets security problems and solutions. The metaverse is an emerging digital space, bridging virtual, augmented and mixed reality environments. As the metaverse evolves, issues related to customer security have emerged, which include breaches of privacy, thefts of identity and cybercrimes, all of this compounded by insecurities in the decentralised structures. Through this systematic literature review, we analyse these challenges and assess current approaches to mitigate them, including encryption, decentralised identity and related regulatory frameworks, but highlight their limited capacity for dealing with immersive virtual spaces' unique risks. The review also explores some advanced solutions adopting artificial intelligence, blockchain and privacy enhancing technologies (PETs) for securing the metaverse and enhancing its privacy. Furthermore, the review also points out the gaps in the current literature, particularly a lack of customised customer protection structures and a poor analysis of the psychological effects. It also proposes future solutions such as quantum‐resistant security and zero‐trust architecture to fortify the security. This review highlights the necessity of partnership between the industries, as well as the setting of security protocols so as to safeguard customer trust and engagement in the growing digital space.