Digital technology-empowered omnichannel integration: a review and research agenda

Abstract

Purpose

Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.

Design/methodology/approach

A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.

Findings

The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.

Originality/value

To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.

Citation

Yang, Z. and Hu, D. (2024), "Digital technology-empowered omnichannel integration: a review and research agenda", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-09-2023-0560