Understanding the behaviour of customers and creating a meaningful and positive customer experience is essential for retail businesses to gain sustainable competitive advantage. While immersive virtual reality (iVR) technologies provide new ways for businesses to sell their products or services online, little is known about how customers interact in these simulated environments and the factors that influence their behaviour. However, it is unclear precisely what types of similarities and differences will exist between the customer behaviours shown in this new iVR shopping experience and those in brick-and-mortar stores and e-commerce. It's crucial for businesses to comprehend which shopping channels are ideal for providing their clients with enhanced shopping experiences. In order to give a thorough evaluation of the impacts of shopping experiences across various channels on consumer behaviour and variables that affect customer experience, the research performed a literature review.