Clicks, Carts and Calculations: A Bibliometric Analysis of Operations Research and Analytics in E-commerce Consumer Behaviour (2013–2026)

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A huge amount of every search, click, cart addition and review can be recorded on ecommerce platforms, and businesses today are turning to analytics and operations research (OR) to take action based on these impressions. This study traces the evolution of research on online consumers' behavior from analytics and OR perspective. Using PRISMA framework, 1,382 records from Scopus were identified on 16 September 2026, and then screened to 595 English-language journal articles and reviews published from 2013 to 2026 from 377 sources, authored by 1,810 authors. The literature review was supplemented by a cluster map in VOSviewer, based on co-occurrence of keywords, and a thematic mapping and a three field plot in the software Biblioshiny were examined to gain insight into the performance.