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Title: Unlocking Web3 Potential: Business Benefits in 2024

Unlocking Web3 Potential Business Benefits in 2024

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In 2023, the initial euphoria surrounding the metaverse—a virtual reality vision championed by tech titans such as Meta CEO Mark Zuckerberg—dwindled as public interest faded and investors shifted their attention to generative AI. This shift caused many business leaders to question the broader value of Web3 technologies. Web3, which envisions a decentralised, user-owned internet based on blockchain, smart contracts, and tokenisation, is now facing a more practical future. Despite last year’s disappointment, practical Web3 apps are emerging, delivering real-world value and transforming industries. Companies are beginning to capitalise on Web3’s ability to address complex challenges and generate new possibilities, from improving transaction efficiency with stablecoins to utilising blockchain for supply chain transparency.

Web3 in 2023: Lessons Learned

The metaverse’s overarching vision—a virtual world championed by industry elites such as Mark Zuckerberg—shifted in 2023 as public enthusiasm dwindled. Consumers struggled to understand its attractiveness, resulting in a significant drop in investments. Simultaneously, the focus turned to generative AI, prompting corporations to reconsider the practical merits of Web3. 

Despite being motivated by revolutionary ideas, Web3’s early days were characterised by speculation and excitement. Yet, as the dust settled, a new focus emerged: using Web3’s core technologies—blockchain, smart contracts, and tokenisation—to create real-world value. Analysts from Bitcoin Synergy (read here) mention that this shift reflects a broader recognition that Web3’s actual promise resides in solving practical problems and improving current systems.

Stablecoins and Cryptocurrencies

Stablecoins, a cryptocurrency backed by real-world assets such as the US dollar, have transformed corporate transactions. With over $130 billion in circulation worldwide, stablecoins provide speedier and less expensive alternatives to standard banking processes. 

For example, Airtm, a digital exchange platform, uses Circle’s USDC stablecoin to enable low-cost cross-border payments. This method saves organisations up to 35% when paying remote labour. Stablecoins improve operational efficiency and financial accessibility by lowering transaction costs and speeding up processing. This migration to stablecoins demonstrates how Web3 technology may expedite financial procedures and provide considerable cost savings to businesses.

Blockchain and Smart Contracts

Blockchain and smart contracts are revolutionising how materials and commodities are tracked and controlled across complicated ecosystems. Blockchain, or distributed ledger, ensures openness and security, whereas smart contracts automate agreements with no third-party monitoring. 

For example, Tracr, De Beers’ blockchain technology, tracks over 100,000 diamonds monthly, accounting for around 15% of global production. This system allows for accurate tracing of diamonds from mine to merchant, ensuring authenticity and ethical sourcing. 

Furthermore, businesses such as aviation use blockchain to track aircraft parts, improving safety and compliance. These applications demonstrate how blockchain and smart contracts may improve supply chain transparency, minimise fraud, and increase operational efficiency.

Brand Engagement with Web3

Web3 technologies enable brands to engage with customers in new and inventive ways. Nike and Puma have successfully included Web3 in their marketing efforts. Nike, for example, has introduced virtual trainers as NFTs, allowing users to own and exchange digital replicas of exclusive products. This technique not only increases brand loyalty but also generates additional revenue streams. 

Similarly, Puma leveraged Web3 to improve the customer experience by providing digital collectables and interactive campaigns. By merging physical and digital aspects, organisations can create immersive and engaging experiences that appeal to tech-savvy consumers and establish stronger customer relationships.

The Potential of Central Bank Digital Currencies (CBDCs)

Central Bank Digital Currencies (CBDCs) have the potential to transform the financial environment by combining the stability of fiat currencies with the advantages of digital assets. According to industry giants such as Citi, by 2030, up to $5 trillion in CBDCs might be in circulation, in addition to $4 trillion in tokenised physical assets. 

CBDCs promise increased security, lower transaction fees, and more financial inclusion. Governments and economic organisations are looking into CBDCs to simplify monetary policy implementation and boost cross-border payments. This increased interest highlights Web3 technologies’ transformative potential for modernising financial systems and creating more efficient, transparent, and accessible economic frameworks.

Positive Impacts of Web3 on Businesses and Industry

Web3 technologies provide significant advantages to organisations and industries. Companies can use blockchain to improve transparency and security in their operations, decreasing fraud and increasing trust. Smart contracts automate operations, lowering costs while increasing efficiency. Tokenisation opens new revenue streams through digital assets such as NFTs, while stablecoins enable faster, cheaper transactions. 

For example, Airtm’s adoption of the USDC stablecoin for cross-border payments results in significant cost savings. Nike and Puma use Web3 to drive innovative client engagement and create new market opportunities. Web3 technologies help businesses streamline operations, improve consumer experiences, and create new value propositions.


Web3’s transformation from speculative excitement to actual implementations represents a watershed moment for organisations and industries. Companies incorporating blockchain, smart contracts, and tokenisation into their existing systems can improve efficiency, transparency, and consumer involvement. The emergence of stablecoins and CBDCs emphasises Web3’s potential to transform financial transactions. As organisations continue to investigate and incorporate new technologies, the emphasis should be on addressing real-world issues and establishing collaborative ecosystems. Web3 represents a hopeful future in which innovative solutions create concrete value, paving the path for a more efficient, secure, and linked digital economy.

Joshua White is a passionate and experienced website article writer with a keen eye for detail and a knack for crafting engaging content. With a background in journalism and digital marketing, Joshua brings a unique perspective to his writing, ensuring that each piece resonates with readers. His dedication to delivering high-quality, informative, and captivating articles has earned him a reputation for excellence in the industry. When he’s not writing, Joshua enjoys exploring new topics and staying up-to-date with the latest trends in content creation.

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