Customer Engagement in Online Retailing: A Systematic Literature Review and Future Research Directions

ABSTRACT Over the past decade, the proliferation of online retailing has been unparalleled, driven by rapid advancements in digital technologies that are transforming customer engagement with retailers. Despite the surge in the literature, ranging from e‐commerce to metaverse commerce, there is a lack of a comprehensive review specifically focusing on customer engagement in online retailing. To address this, the present study offers a systematic literature review on customer engagement in online retailing using the SPAR‐4‐SLR review protocol. Integrating the ADO‐TCM frameworks, the review outlines the “antecedents, decisions, and outcomes” of customer engagement in online retailing and also presents “theories, contexts, and methods” employed in the reviewed studies. Topic modeling is also employed, providing insights that can inform future research directions. The review proposes a three‐stage cyclical model and also outlines directions for future research, highlighting the potential opportunities in the area of evolving customer orientation, technological interventions, and possible retailer strategies to strengthen customer engagement in online retailing. This review serves as a critical resource for practitioners and academicians by consolidating insights that can guide the design and implementation of online customer engagement strategies.