E-marketplace and jewellery shopping: a digital lens perspective

Jeevana Kalla and Chetna Sharma Rajput

International Journal of Business Forecasting and Marketing Intelligence, 2026, vol. 11, issue 3, 233-250

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. (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.inderscience.com/link.php?id=154506 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbfmi:v:11:y:2026:i:3:p:233-250

Access Statistics for this article

More articles in International Journal of Business Forecasting and Marketing Intelligence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().