Unveiling the Trends in E-Commerce and Online Consumer Behaviour: A Bibliometric Analysis from 2018-2023

The online retail sector has undergone a remarkable surge, reshaping the global retail landscape and necessitating a nuanced comprehension of its intricate dynamics, particularly in understanding consumer behaviour. With e-commerce sales soaring to a monumental $5.7 trillion in 2022, the profound influence of consumer behaviour on market trends, business strategies, and policy formulation cannot be overstated. This study offers a comprehensive and diverse perspective by conducting an exhaustive bibliometric analysis of literature on online consumer behaviour, focusing on works published between 2018 and 2023. Leveraging the Bibliometrix R package and Biblioshiny user interfaces ensures the robustness of the analysis, which encompasses citation patterns, author collaboration dynamics, keyword frequencies, and international cooperation. By pinpointing influential articles, authors, journals, and emerging trends, the study identifies significant contributors, influential works, and fruitful collaborations, thereby illuminating the multifaceted nature of the e-commerce industry. The analysis underscores the pivotal role of interdisciplinary collaboration in fostering international partnerships and the growing significance of technological advancements. The findings of this study hold valuable insights for academics, industry professionals, and regulators, empowering them to devise effective strategies and foster sustainable e-commerce practices. By contributing significantly to the body of e-commerce research, this study has the potential to bolster consumer trust, enrich customer experiences, and steer future research endeavours in an industry characterised by rapid evolution.