Items are identified from one or more catalogues and images of the items are obtained. A dynamically rendered Virtual Reality (VR) store is constructed from the images and from images of objects/structures associated with a store. The item images that populate the VR store can be customized to a given customer and/or a given store. A VR session is established with a customer within the VR store, the item images can be selected, examined, and purchased during the session by the customer as the customer navigates through the VR store. Specialized rooms during the VR session allow the customer to interact in real time with other customers shopping via other VR sessions. The customer and other customers are rendered as avatars within the specialized room. A designated avatar or automated chatbot provides automated and real time assistance to the customer during the VR session.