The Impact of Emerging Businesses on Advancing the Online Sales of Luxury Goods
Keywords:
Emerging businesses, Online sales promotion, Luxury goodsAbstract
Objective: This study aimed to systematically examine the impact of emerging businesses on advancing the online sales of luxury goods and to identify the main mechanisms, technologies, facilitators, and barriers involved in this process.
Methods and Materials: This study employed a systematic review design. The study population consisted of Persian- and English-language publications issued between 2015 and 2026 on emerging businesses, e-commerce, digital marketing, and luxury-goods sales. Searches were conducted in Scopus, Web of Science, ScienceDirect, SpringerLink, Emerald Insight, Google Scholar, SID, Magiran, and Civilica. Initially, 684 records were identified. Following duplicate removal and screening of titles, abstracts, and full texts, 42 studies were finally included in the analysis. Data were extracted using a researcher-developed data-extraction form and analyzed through narrative synthesis and systematic thematic analysis.
Findings: The findings showed that expanded digital access and reduced geographical limitations were reported in 73.8% of the studies, increased brand-customer engagement in 69.0%, personalization of the purchasing experience in 64.3%, trust-building and authentication in 61.9%, and consumer-data analytics in 57.1%. Positive effects were also reported in 22 of 25 studies examining online purchase intention, 21 of 23 studies examining brand engagement, 17 of 20 studies examining trust, and 15 of 18 studies examining loyalty and repurchase intention. Blockchain and digital authentication technologies produced positive outcomes in all 7 studies in which they were examined.
Conclusion: Emerging businesses can strengthen the online sales of luxury goods by improving accessibility, personalization, interaction, trust, data analytics, and digital customer experiences; however, sustainable effectiveness depends on balancing accessibility with exclusivity, technological efficiency with human interaction, personalization with privacy, and market expansion with preservation of brand prestige.
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