Niche marketing, as an effective strategy for identifying and targeting specific market segments, has a significant impact on the performance of commercial enterprises. This study, utilizing a meta-synthesis of 20 prominent researches conducted between 2010 and 2025, examines the role of niche marketing in enhancing competitive advantage, increasing operational efficiency, and improving customer satisfaction. The findings indicate that niche marketing leads to an increase in market share, profitability, and sustainable competitiveness, and it has broad applications across various industries such as agriculture, healthcare, and culture. Moreover, focusing on precise market segmentation and creating positive customer experiences play a key role in the success of this marketing approach. Alongside opportunities, niche markets face challenges such as innovation constraints and small market size, which require further research and the development of strategic solutions. Ultimately, niche marketing is especially vital for small and medium-sized enterprises as a tool for survival and growth. This study, while outlining the benefits and challenges of niche marketing, also provides future research perspectives in this area. The results of this research can serve as a guide for managers and decision-makers in formulating market-driven strategies and sustainable development of companies.