Title: E-marketplace and jewellery shopping: a digital lens perspective

Authors: Jeevana Kalla; Chetna Sharma Rajput

Addresses: Department of Humanities and Social Sciences, National Institute of Technology Raipur, Raipur, Chhattisgarh, 492010, India ' Department of Humanities and Social Sciences, National Institute of Technology Raipur, Raipur, Chhattisgarh, 492010, India

Abstract: This systematic literature review examines the current state of online jewellery shopping in India, focusing on research conducted in the last decade. The study reveals a growing trend in online jewellery shopping, with consumers prioritising comfort over safety. To enhance the online shopping experience, retailers must provide detailed product descriptions, high-quality images, and user-friendly return policies. Additionally, an intuitive website interface and emerging technologies such as virtual reality can further enrich the online retailing experience. The review highlights the importance of adapting to changing consumer expectations and technological advancements. Furthermore, the study suggests that emerging technologies like augmented reality and artificial intelligence could provide valuable insights into future developments in the field. This comprehensive overview of the online jewellery retailing sector in India provides valuable insights for retailers, policymakers, and researchers seeking to understand the trends and future directions of this growing market.

Keywords: online shopping; e-commerce; jewellery shopping research; jewellery markets; consumer behaviour; digital marketing.

DOI: 10.1504/IJBFMI.2026.154506

International Journal of Business Forecasting and Marketing Intelligence, 2026 Vol.11 No.3, pp.233 - 250

Received: 29 Jul 2024
Accepted: 10 Aug 2024
Published online: 02 Jul 2026 *

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