Research Streams in the Domain of Omnichannel in Marketing Management: Bibliometric Review

Omnichannel is viewed as a new approach to the company’s marketing activity in an integrated environment that combines online and offline channels. For now, the omnichannel environment is actively transforming. The article has outlined the extant areas of omnichannel research in marketing management to form a whole view of omnichannel. To achieve this goal, a bibliometric performance analysis provided by the SCOPUS database, scientific mapping utilizing the VOSviewer program, and exploring the most cited papers have been conducted. Based on a study of 1125 documents regarding omnichannel within the 2013–2023 period, the bibliometric field of omnichannel research has been conducted and visualized, including total documents produced, subject areas, most productive sources, most impactful authors, top relevant institution affiliations, production of papers by country, thematic clustering, and review of the most cited articles. The scientific interest in the omnichannel issue appeared in 2013, and since then it has been steadily increasing maintaining “Business, Management and Accounting” as the top position. The majority of docs were published in the USA, China, and India. There has not been identified a strong concentration of publications at any university as well as the most productive source. Six high-ranking thematic clusters have been identified, i.e. managing sales online and offline, dimension of marketing and marketing strategy, commerce, retailing, customer experience and satisfaction. The earliest topic is related to commerce, and the latest one is connected to customer satisfaction. The issues of competition in the omnichannel environment, impact of the omnichannel on retail operations, metrics for monitoring omnichannel marketing, creating a positive service experience, and logistics as an off-topic have been highlighted in the most cited articles. The obtained results allow substantiating the modern agenda of omnichannel issues and the most priority areas of its research, to determine the sources of its scientific and methodological support on the way to further development.