Strategic Planning in E-Commerce: Insights from a Systematic Bibliometric Review

Globalization and digital transformation have redefined the way businesses operate, with e-commerce emerging as a dominant force in the global economy. The sector’s rapid growth highlights the critical importance of strategic planning for competitiveness, sustainability, and long-term success. This study employs a systematic bibliometric literature review (LRSB) combined with the PRISMA framework to ensure rigour and transparency. The Scopus database was searched using specific keywords related to “e-commerce” and “strategic planning.” The final sample comprised 147 peer-reviewed documents that met the inclusion criteria. The review reveals that strategic planning in e-commerce is multidimensional, encompassing marketing, decision-making, supply chain management, customer relationship management, procurement, human resources, investment, and project management. Technology emerges as a central enabler, with tools such as big data, artificial intelligence, cloud systems, and knowledge management systems driving efficiency, personalization, and agility. Additionally, the findings highlight the growing role of sustainability and resilience in strategic planning, reflecting rising consumer expectations and global market pressures. Strategic planning provides a structured framework for e-commerce firms to navigate complexity, mitigate risks, and leverage opportunities in an evolving digital marketplace. By integrating technological innovations, customer-centric strategies, and sustainable practices, businesses can achieve competitive advantage and long-term growth.