Decoding the Future of Omnichannel Retailing: A Science Mapping Analysis with Bibliometrix

Omnichannel retailing is a vital research area that has gained wide popularity in this e-business world. It is the retailing that provides customers with a seamless shopping experience through both physical and digital channel integration. This paper tries to examine the established information regarding the Omnichannel retailing strategy and offers future research directions. We obtained data from the Scopus database and presented a bibliographic overview of the research on Omnichannel retailing. To investigate and analyse the main discoveries regarding the collection, we performed a five-stage mapping study. The result shows that the research field has grown significantly over the last ten years, and the USA is the most productive nation in all aspects. The findings reveal that Omnichannel retailing has grown considerably, concentrating on themes like customer journey design, digital convergence, and the integration of both online and offline platforms. The study also suggests that future research should focus on addressing issues such as the practical implementation of technology advancements, sustainability in retail ecosystems, the role of consumers in the hybrid mode shopping channels, the impact of artificial intelligence, large-scale personalization, etc. Therefore, this academic research has an informational role that depicts the most fundamental area of this e-retailing world.