Elucidating research trends in omnichannel shopping using a bibliometric and network visualization analysis

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.