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ABSTRACT
Over the past decade, the rise of omnichannel shopping, driven by evolving consumer shopping behavior and technological advancements in retail, has motivated us to conduct a comprehensive literature review. Using bibliometric tools and techniques, we analyzed 175 articles from reputable journals published between 2013 and 2023, extracted from Scopus and Web of Science (WOS) databases with the assistance of Biblioshiny. Our analysis provided valuable insights into omnichannel shopping research, revealing trends in article production, collaboration networks among countries, citation patterns, and relationships among studies through bibliographic coupling. We also applied Lotka’s Law to identify core authors and Bradford’s Law to find key journals. Our findings offer a comprehensive understanding of major research themes and contributors, serving as a valuable resource for future researchers. For retailers, the study provides practical insights to enhance customer shopping experiences by understanding omnichannel shoppers’ behaviors and expectations, aiming for a seamless and satisfying shopping journey.
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No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Manoj Kumar
Manoj Kumar is an Assistant Professor in the Department of Commerce at Maharshi Dayanand University, Rohtak, India. He has a robust publication record with articles in several leading national and international journals indexed in Scopus, ABDC, UGC-CARE, and Web of Science. Actively engaged in prominent research areas within the field of Commerce, he has successfully supervised four Ph.D. students.
Neha Gahlawat
Neha Gahlawat is a doctoral student specializing in Marketing at Maharshi Dayanand University, Rohtak, India. Her research primarily focuses on omnichannel behavior. She is a recipient of the Senior Research Fellowship awarded by the University Grants Commission (UGC), India.
Sumanjeet Singh
Sumanjeet Singh is currently associated with the Department of Commerce at Ramjas College, University of Delhi, India. He has authored over 110 research papers for reputable national and international journals and presented papers at numerous national and international conferences. He has completed two innovation research projects funded by the Cluster Innovation Centre, University of Delhi, and one funded by the Indian Council of Social Science Research.
Devkant Kala
Devkant Kala is an Associate Professor of Marketing at the School of Business, UPES, Dehradun, India. His research interests include customer behavior, technology adoption, tourism, and hospitality marketing.
Minakshi Paliwal
Minakshi Paliwal is an Assistant Professor in the Department of Commerce at Daulat Ram College, University of Delhi, India. She has authored numerous research papers for reputable national and international journals and presented her work at many conferences.