Marketing and Management of Innovations

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Oleksii Lyulyov

Sumy State University | Ukraine

Mapping the Trend of Digital Transformation in Omni-Channel Retailing: A Bibliometric Analysis

Nornajihah Nadia Hasbullah 1,*,   , Ag Kaifah Riyard Kiflee 2, , Saiful Anwar 3, ,
K.K. Ramachandran 4,
  1. Faculty of Business Management, Universiti Teknologi MARA (UiTM) Bandaraya Melaka, Malaysia
  2. Faculty of Business, Economics and Accounting, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia
  3. Faculty of Islamic Economy and Business, IAIN Salatiga, Indonesia
  4. Management/Commerce/International Business DR G R D College of Science, India

     * Corresponding author

Received: 10 August 2023

Revised: 23 October 2023

Accepted: 15 December 2023


The omnichannel, a new concept in retailing, has surpassed the genre of electronic business (e-commerce) and has significantly influenced consumer thoughts and decisions. This approach refers to a retailing approach that has transformed the way customers shop, seamlessly transitioning between online and offline platforms due to the increased usage of smartphones and tablets. Presently, retailers are focusing on delivering excellent service experiences. However, despite being a prominent topic in the retail sector, bibliometric and systematic reviews exploring omni-channels are scarce. To contribute to further research collaboration and expand knowledge in this subject area, a bibliometric study was conducted to examine omni-channel research trends, including publication outputs, notable journals, top-performing authors, leading countries, and author keywords. A total of 773 articles were acquired from Scopus databases from 2013 to March 2023. The findings revealed a continuous increase in the number of omni-channel publications each year, indicating its growing relevance in the retail industry. Among the 61 countries analysed, Chile had the highest number of active paper publications, followed by Sweden and Spain. The systematic analysis conducted using VOSviewer  identified 2103 keywords. This research explores focal points in research, evaluates trends in evolution, visualizes  collaboration networks, and identifies  a prominent topic in the field of omni-channel research. Cluster  analysis revealed prominent topics of interest within the omni-channel context, including the grocery, fashion, luxury, and tourism domains. As a result, this study provides  an information and implementation direction for the development of omni-channel retailing. 

Keywords: omni-channel; grocery; fashion; luxury; tourism; bibliometric analysis.

How to Cite:  Hasbullah, N. N., Kiflee, A. K. R., Anwar, S., & Ramachandran, K. K. (2024). Mapping the trend of digital transformation in omni-channel retailing: a bibliometric analysis. Marketing and Management of Innovations, 15(1), 2940.

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