The rise of live shopping and immersive technologies in the fashion retail: from an exploratory literature review to a conceptual framework

Purpose The study presents an exploratory literature review on the Live Shopping Streaming (LSS) phenomenon to map the evolving landscape within the broader context of digital transformation in fashion retail. The aim is to offer an integrated perspective on how LSS, alongside related innovations like gamification and immersive technologies, is reshaping business models, consumer experiences, and value creation mechanisms. Design/methodology/approach An exploratory literature review was conducted on peer-reviewed articles sourced from Scopus and Web of Science, spanning 2017 to 2025. Selection criteria prioritized contributions addressing digital transformation, omnichannel strategies, immersive retail technologies, and consumer behavior in fashion commerce. A qualitative synthesis was performed to extract thematic insights and identify conceptual frameworks. Findings Starting from the results emerging from the exploratory literature review, the study proposes a conceptual framework that captures the multi-layered impact of LSS and related digital innovations on fashion retail. It highlights emerging trends, reshaped business models, and offers strategic insights to guide future research and practice in digital and omnichannel transformation. Practical implications This study supports managers and practitioners in the fashion to better face digital transformation through LSS and related innovations. It supports the development of omnichannel business models, enhances consumer engagement, and identifies emerging trends. The insights can guide managers to catch the evolving needs of the fashion retail ecosystem. Originality/value This study addresses a relatively underexplored area in academic literature by offering an exploratory literature review on the LSS phenomenon within the context of fashion retail. By connecting LSS with emerging technologies such as gamification and immersive experiences, the study provides a novel conceptual lens to understand the digital transformation of the sector and opens new avenues for research and strategic application.