Abstract : The rapid evolution of e-commerce has transformed consumer behavior and business strategies, with platforms like Zalora playing a pivotal role in Southeast Asia's digital retail landscape by leveraging customer experience, brand image, and digital strategies for competitive advantages. Despite technological progress, e-commerce faces challenges such as customer loyalty, supply chain inefficiencies, technological disruptions, and changing consumer expectations, all of which affect consumer trust and repurchase intentions. The review aims to examine how customer experience and brand image influence repurchase intentions, focusing on product quality as a moderating variable within Zalora's business model. The study synthesizes existing literature to develop a conceptual framework, offering insights into consumer behavior and technological integration strategies. A systematic literature review was conducted using academic articles, industry reports, and case studies from databases like Scopus. Findings indicate that customer experience and brand image directly influence consumer satisfaction and trust, thereby driving repurchase intentions. Product quality emerges as a significant moderator that strengthens or diminishes these relationships. Additionally, digital transformation, technological adoption, and efficient supply chain strategies further shape these consumer patterns. The study concludes that Zalora's strategic success relies on leveraging customer experience, brand image, technological change, and superior product quality to build consumer trust and foster repurchase intentions. The findings imply that businesses must adopt innovative digital strategies and strengthen supply chain mechanisms to meet evolving consumer expectations. While findings are derived from secondary data, limiting primary behavioral insights, future research should incorporate empirical methods, longitudinal analyses, and cross-cultural comparisons to broaden generalizability. The review offers strategic insights for scholars and practitioners aiming to optimize digital retail strategies in an increasingly competitive e-commerce landscape.