What Is the Right Price for Non-Fungible Tokens (NFTs)? A Systematic Review of the Current Literature

Non-Fungible Tokens (NFTs) have transformed digital ownership, offering unique representations of assets such as art, collectibles, and virtual property. However, pricing NFTs remains a complex and underexplored issue. This study addresses two core questions: what determines NFT prices? And how are prices set in NFT markets? We conduct a comprehensive literature review and market analysis to identify both endogenous and exogenous price determinants. Trait rarity emerges as the most influential intrinsic factor, while cryptocurrency value stands out as a major external influence, albeit with ambiguous effects. Other factors include visual aesthetics, scarcity, utility in games, social media engagement, and broader market sentiment. As to pricing mechanisms, aside from fixed pricing (which is accepted in all marketplaces), NFT marketplaces primarily utilise auctions for art pieces and collectibles— especially English and Dutch formats—which are effective at capturing the buyer’s willingness-to-pay.