Product presentation in e-commerce has gained substantial attention from disciplines including information systems, marketing, psychology and management. Many studies compare newly emerging technologies and innovative presentation formats to traditional use of two-dimensional text and pictures. However, the emergent nature of these new technologies, like consumer focused virtual reality, results in instability of form and function in three-dimensional environments. This literature review synthesises the findings of extant literature, discusses important theoretical foundations and identifies the most popular research theories and research methods utilised. Additionally, it classifies constructs used to capture characteristics of presentation formats, consumers’ reactions and performance, as well as marketing-related effects (e.g. attitudes to product and purchase intention). Furthermore, some potential misinterpretation of terms used to describe product presentation have been identified. The literature review concludes with a discussion of implications and suggestions for future research of product presentation in e-commerce contexts.