Abstract:

Digitalization, which has an intense effect on many areas of marketing, has affected the retailing field intensively, especially in recent years, due to increasing consumer expectations and competition conditions. This continuous development in retailing is a journey from the creation of different channel alternatives to the integration between these alternative channels. This study focuses on the concept of omni-channel and aims to examine the scientific researches on these alternative channels, which are still developing, with a systematic literature review. The scans made within the scope of the research were obtained from Scopus, an international and very wide-ranging database, and the descriptive statistics and contexts of the articles were tried to be presented. The VOSviewer package program was used to visualize the data obtained through the literature review. A total of 325 articles made in the field of "omni-channel" in the Scopus database were examined according to the journals they were published in, the years of publication, the countries they were published in, and the keywords used extensively. In addition, the articles were evaluated in the context of the subject they were discussed and in terms of their aims.

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