Document Type : Original Research Manuscripts


Ph.D., Customer Management, Tarbiat Modares University, Tehran, Iran.


Purpose: This research aims to identify the position of e-commerce at the gold and jewelry industry in Iran.
Method: Related articles were reviewed in this field. Based on the CASP method, 8 articles were selected. Based on the meta-synthesis technique and using ATLAS TI software, related codes were extracted.
Findings: Based on the obtained results, 12 main categories and 79 primary codes were identified. These 12 categories are e-commerce services, technical systems, buying and selling systems, ethical and legal issues, consumer situations, seller situations, information accuracy, business management, support for online business systems, individual characteristics, system issues, and Human cases.
Conclusion: Based on market pressure and technology development, like any other business, the gold and jewelry industry is also forced to use and develop e-commerce. The gold and jewelry industry plays an important role in Iran's economy. The e-commerce industry is one of the fastest-growing sectors in Iran, and online jewelry has also opened its way in this direction. The evidence points to the industry's slow pace in the rapid e-commerce trend. This lack of coordination of e-commerce adaptation with the structure of the gold and jewelry industry, especially in Iran, requires solving the problems and creating the necessary infrastructure.