Meta計劃擴張實體零售版圖 加速VR頭顯與智能眼鏡銷售佈局

根據Business Insider最新報導，Meta正積極籌劃擴大實體零售網絡，擬增設多家永久性門市。目前Meta僅在加州伯靈格姆園區設有一家官方直營店「Meta Store」，該店自2022年開業以來，主要展示銷售Quest系列VR頭顯與Ray-Ban Meta智能眼鏡等產品。

知情人士透露，Meta已啟動零售人才招募計劃，內部文件顯示公司正積極評估零售業務擴張方案，但具體開店數量與時程仍未最終確定。去年Meta曾在洛杉磯開設限時快閃店「Meta Lab」，專注測試智能眼鏡市場反應，而新計劃將延續伯靈格姆店的永久營運模式。

業界分析指出，VR/AR產品具有強烈的體驗特性，消費者需實際配戴才能評估設備舒適度與視覺效果。這正是蘋果憑藉全球500家零售店優勢，在Apple Vision Pro推廣上取得先機的關鍵因素。蘋果專賣店不僅提供Vision Pro實機演示，更配備專業頭型掃描與客製化配件服務，甚至為近視用戶提供度數鏡片解決方案。

Meta技術長Andrew Bosworth在去年11月的內部備忘錄中強調，2025年將聚焦「銷量增長、用戶留存與使用黏著度」三大目標。分析師認為，實體零售渠道的擴建將成為Meta實現這些目標的重要戰略，特別是在面對蘋果強勢競爭的XR市場中，提供消費者直接體驗產品的機會將是決勝關鍵。

According to Business Insider, Meta is actively planning to expand its physical retail presence with additional permanent stores. Currently, Meta operates only one official flagship store, “Meta Store,” located in Burlingame, California, which opened in 2022 and primarily showcases and sells Quest VR headsets and Ray-Ban Meta smart glasses.

Sources indicate that Meta has begun recruiting retail talent, with internal documents revealing ongoing evaluations of retail expansion plans—though the exact number of new stores and timeline remain undecided. Last year, Meta tested market response with a temporary pop-up called “Meta Lab” in Los Angeles focused on smart glasses, but the new initiative will follow the permanent model of the Burlingame location.

Industry analysts note that VR/AR products require hands-on experience for consumers to properly assess comfort and visual quality—a key advantage for Apple, which leverages its 500 global retail stores for Vision Pro demonstrations. Apple Stores offer not only device trials but also professional head scanning, customized fittings, and even prescription lens solutions for users.

In an internal memo last November, Meta CTO Andrew Bosworth emphasized 2025 priorities: “sales growth, user retention, and engagement.” Analysts believe physical retail expansion will be crucial to achieving these goals, particularly as Meta competes with Apple in the XR market. Providing direct product may prove decisive in winning over consumers.