Analysis of the success factors for online museum shops

unsplash/Geert Pieters
Study I Image: 2023 Nikolaus Schäffler

In recent years, museums have been finding more and more new ways to interact digitally with their target groups - and the pandemic has further strengthened this development. Online ticket shops have since become part of museums' standard offerings, meaning that what is usually their most important source of own income is now being digitally tapped. In contrast to online ticket shops, online shops for the sale of goods are still offered extremely rarely in museums in the DACH region.

In addition to the experience gained in museums, the successful operation of online merchandise shops of European museums in particular clearly shows that this segment is increasing in relevance. Therefore, in a current market study, actori sheds light on the opportunities and central success factors for online museum shops.

We are happy to support your museum in examining whether and how such an offer can provide an advantage for your museum; direct exchange with experts from best practice museums is also possible.


The study was carried out by the consultancy. The contact person is Franziskus Linsmann, Project Management.

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