Abstract: The rapid development of online shopping has formed an era of huge impact on the physical business sales model.From the perspective of consumers, how to use visual marketing techniques to create a space environment more in line with their psychological needs, so as to create more humane and attractive social activities to make up for the lack of experience and participation in online shopping is an important issue worth thinking about and exploring. Leather goods, as a kind of traditional and fashionable accessories, is influenced by the overall characteristics of the contemporary visual merchandising. At the same time, its specific practice also has its own unique characteristics, and presents the development trends of contextualization, interaction, experience and differentiation.