Last week, the US-based computer manufacturer Lenovo showcased their new 'eLounge' virtual store at the Consumer Electronics Show in Las Vegas.

The virtual world business application, web.alive, is supported by communications solutions provider, Nortel. It is a browser-based application that provides an interactive e-commerce environment with 3D voice and graphics to facilitate interactions over the web and in real time.

Shoppers can create personalised avatars to browse and interact with other shoppers and sales staff from around the globe. To obtain assistance, a customer can log on and walk up to a customer service representative.

Ajit Sivadasan, vice president of global e-commerce at Lenovo said: "This pilot project could lay the foundation for an online shopping experience that is very similar to a person walking into one of our stores. Customers can even organise online shopping events with their social networks or attend online Lenovo seminars and product demonstrations. The implications of this technology are significant if customers find it easier to make informed decisions on their purchases online."