The objective of this study was to conduct a comprehensive meta-analysis of research conducted on factors influencing sales in online stores in Iran. In terms of purpose, this study is applied, and in terms of methodology, it is documentary and quantitative-review-based. For data collection, a coding form equivalent to a questionnaire or interview in other research methods was used. The data were analyzed using CMA.2 software, which focuses on calculating effect sizes. The statistical population included articles published between 2015–2025 on affecting factors sales in Iranian online stores. Out of 84 initially identified studies, 36 met the inclusion criteria for the meta-analysis and were selected. Data analysis involved calculating effect sizes, assessing publication bias, and testing the significance of effect sizes. The findings revealed that the variables under study either had no publication bias or exhibited low bias. Ultimately, nine key variables that had been studied more than three times were identified: perceived usefulness, innovation, trust, security, ease of use, website quality, e-marketing, customer experience, and satisfaction. These variables were recognized as the main factors influencing sales in Iranian online stores. It is suggested that stores increase perceived usefulness by providing accurate product information and using new technologies such as artificial intelligence; policymakers strengthen trust in online shopping by establishing transparent regulations and developing security infrastructure.