Systems and methods are provided for facilitating payment account transactions in virtual settings. One exemplary method includes prompting, by a computing device, a selection of a product for purchase from a user in a virtual reality setting where the virtual reality setting is provided by the computing device. The method further includes transmitting an authentication request to a directory server for a purchase transaction for the product. In response, the computing device receives an authentication response for the purchase transaction from the directory server. When the authentication response includes an authentication value, the computing device compiles and transmits an authorization request for the purchase transaction for the selected product, where the authorization request includes the authentication value. When the authentication response includes an indication that a challenge is required, the computing device instead causes a device associated with the user to carry out the challenge in the virtual reality setting.