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.