A systematic review on social commerce

Social commerce is rapidly growing owing to widespread Web 2.0 and Web 3.0 applications in electronic commerce. Today, social commerce is approximately known both in terms of practical as well as theoretical area; and little effort has been made to determine the current state of the studies in this new research area. In this paper, we systematically review studies in social commerce to have a better understanding of social commerce. We perform two stage processes and identify 81 studies in stage 1 and 55 studies in stage 2 that related to social commerce based on the research protocol. The results reveal that academic research in the area of social commerce has started since 2007. Studies are in different themes, but most of them are related to customer behavior, social commerce website design, and social commerce adoption. This study shows that social commerce is promising research area; it specifies the direction for future research by identifying research gaps based on the results of the systematic review and investigating the studies related to the main topics in recent four years.