The emergence of Metaverse as a new technology creates significant opportunities for businesses to engage with customers in innovative ways and create new revenue. Moreover, it allows users to interact with each other through avatars and make purchases through social commerce platforms, creating a unique shopping experience. Despite this, there is still limited knowledge about the factors influencing user adoption of social commerce in the Metaverse. Drawing on the Uses and Gratification Theory, this study proposes Attitude, Ubiquity, Trust, and Perceived Risk as independent constructs that may affect user adoption of social commerce in the Metaverse. Additionally, this study examines the moderating role of Technology Comfort, E-Word-of-Mouth and Endowment Effect in the relationship between some independent constructs and user adoption. By following a quantitative research approach, this study conducts an online survey among Metaverse users. Besides, the study tested 407 valid responses by using Partial Least Squares Structural Equation Modeling (SmartPLS 4). The findings report that Enjoyment, Information Seeking, Ubiquity, Endowment Effect, and Attitude act as noteworthy positive predictors of user adoption of social commerce in the Metaverse. Additionally, the study justifies the moderating influence of Technology Comfort and E-Word-of-Mouth. This study enriches the literature on social commerce in the Metaverse by pinpointing the factors that shape user adoption. Furthermore, it offers valuable managerial implications, recommending strategies for businesses of social commerce within the Metaverse.