The Evolution of Omnichannel in Digital Era: A Bibliometric Analysis

This study aims to investigate the evolution of omnichannel over time in research using bibliometric analysis. Initially, a collection of 1167 publications specifically pertaining to the field of omnichannel was gathered from the Scopus database between 2010 and 2023. Using theme analysis, concurrence analysis, and timeline analysis of authors' keywords, this study examined the core problems and traits of omnichannel research, including the annual contribution of publication, hot in the press, and foci. Second, to present who receives significant attention in omnichannel research, prolific objects such as journals, authors, institutions, countries, regions, and corresponding pivotal cooperative relationship mapping were used. Finally, the burst detection analysis of cited authors, journals, and references was presented after the citation structures of authors and journals were examined. Ultimately, the difficulties and prospects for future growth are explored in more detail by fusing the analysis findings with the existing financial landscape. The results of this bibliometric analysis showed that the field of omnichannel science is active and has room for more scientific advancement. It also showed a growing trend of annual publications, a shift in focus towards financial inclusion, a preponderance of Chinese authors, and an increasing number of international collaborations and publications from various sources. In light of this, this thorough analysis of the omnichannel documents not only summarizes the features and directions of current research, but also assists academics in identifying the best place to begin their investigation and carry out in-depth research.