Regardless of the economic crisis all over the world, the market of luxury goods thrives continuously. The research aims to provide an extensive overview of the theoretical background of this occurrence and contemporary trends, analyse the consumer behaviour factors in buying luxury goods and the effect of online shopping as a form of digitalisation on the sales of luxury goods, with particular emphasis upon the sale of luxury handbags. The methods were consisted of an overview of relevant scientific and expert literature, reports of market experts for the luxury goods markets and official statistic databases. Research resulted in detecting digitalisation as the biggest change and trend of luxury industry. Online sales and revenues of luxury goods’ continuous growth indicates that digitalisation and its tools such as online shopping are an important consumer behaviour factor, affecting the sales of luxury goods, including luxury handbags, to a significant extent.; Unatoč gospodarskim krizama, tržište luksuzne robe kontinuirano prosperira. Cilj istraživanja je pružiti opsežan teorijski pregled ove pojave te pregled suvremenih trendova, analizirati čimbenike koji utječu na ponašanje potrošača luksuzne robe i utjecaj internet prodaje kao aspekta digitalizacije na prodaju luksuzne robe, s posebnim naglaskom na prodaju luksuznih torbica. Metode istraživanja obuhvaćale su pregled relevantne znanstvene i stručne literature, izvješća stručnjaka za tržište luksuzne robe i službenih statističkih baza podataka. Istraživanje je utvrdilo da je digitalizacija najveća promjena i najveći trend luksuzne industrije. Kontinuiran porast internet prodaje i prihoda luksuzne robe pokazuje da su digitalizacija i digitalni alati poput internet prodaje važni čimbenici kupovine potrošača, značajno utječući na prodaju luksuzne robe, uključivo i prodaju luksuznih torbica.