Retrospection on E-Commerce: An Updated Bibliometric Analysis

Companies need to allocate substantial effort and resources towards adapting to dynamic market trends and promptly meeting their customers’ evolving expectations in the online business context. Although e-commerce research has experienced significant growth over the past two decades, a comprehensive, systematic, and longitudinal analysis that maps the evolution of publications, academic collaboration patterns, influential actors and sources, thematic structures, and theoretical foundations of the field is still lacking. This gap limits a holistic understanding of the maturation, intellectual structure, and future research directions of e-commerce as an academic domain. Based on these premises, the primary objective of the present study is to analyse the landscape of e-commerce spanning the period from 2008 to 2024. By employing bibliometric analysis, we have identified the most prolific and influential authors and publications that have made notable contributions to the literature on e-commerce, as well as the collaborations between authors and countries within the same field. Furthermore, we have analysed the thematic map, research trends, and interconnections between research themes over the past 17 years, providing a dynamic summary of scientific topics of interest in the field of e-commerce and suggesting potential directions for future explorations. The results reveal the heterogeneity of themes associated with e-commerce. We found that research topics in this field have evolved alongside technological evolution and social changes. Some themes have persisted over the years, such as customer behaviour or trust, while others have either disappeared or transformed. For instance, research related to supporting e-commerce technologies has become more specific, focusing on topics such as artificial intelligence, deep learning, machine learning, metaverse or blockchain. From a social perspective, the impact of COVID-19 has resonated within the scientific community, becoming a significant focus of researchers around the world. This study serves as a comprehensive guide for professionals and researchers seeking to bridge current research topics with forthcoming developments in the field of e-commerce. Examining contributions and emerging trends reveals new perspectives on how technological progress interacts with the social and economic dimensions of e-commerce.