The Future of E-Commerce: Overview and Prospects of Multichannel and Omnichannel Retail

Abstract

Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different areas of interest in multichannel and omnichannel retail highlighted in previous scholarly research, as a preliminary step to propose a comprehensive framework of themes that should be paid attention to for future advancements in the field. A total of 11 studies addressing the main theme of Multichannel Retail and Its Applications in the Future of E-Commerce illustrate this overview and the framework.

Keywords

• multichannel
• retail
• omnichannel