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The purpose of this study was to develop a conceptual integrated online visual merchandising framework containing online visual merchandising themes that South African apparel e-tailers could use when developing an effective apparel e-store, with the main aim of possibly influencing consumer purchasing behaviour. The study adopted a consumer-centred response approach to online visual merchandising in an attempt to holistically consider this area of the South African e-tail industry from the consumer’s perspective. The study followed a pragmatic paradigm that implemented a mixed-method approach. The qualitative section of the mixed-method approach primarily comprised four focus group interviews as the main data-collection instrument. The data obtained during the qualitative section was analysed by Tesch’s inductive descriptive coding technique, better known as thematic analysis. The findings obtained during the qualitative section were used as the basis for the quantitative section of the mixed-method approach, which implemented a self-administered web-based questionnaire as the data-collection instrument. The data was analysed by means of the Statistical Package for Social Science (SPSS) version 23. The findings of the study delivered a conceptual integrated online visual merchandising framework that consists of 13 themes and 82 items. This conceptual integrated online visual merchandising framework will contribute to the South African apparel retail and e-tail industry, as both apparel brick-and-mortar retailers and apparel e-tailers in South Africa can benefit from using the conceptual integrated framework as a guideline. The value of the conceptual integrated framework lies in the fact that it includes consumers’ views regarding the online visual merchandising themes. Therefore, apparel e-tailers, as well as brick-and-mortar retailers that want to develop an e-store, or update an existing e-store, can use this conceptual integrated framework as a guideline to make their online offering as attractive as possible. This way involves the least possible online risks to ensure that online trust is created, and ultimately, that consumer purchasing behaviour has been influenced. / Business Management / D. Phil. (Management Studies)