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Impact of Omnichannel on Firm Performance: A Systematic Literature Review

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Maria Dolorosa Kusuma Perdani

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

Omnichannel strategies are becoming increasingly important in today’s competitive business environment. The increasing use of multiple channels by consumers means companies face the challenge of integrating various sales channels to provide a smooth and consistent customer experience. This systematic literature review explores omnichannel strategy’s impact on company performance over the last 10 years. Based on inclusion and exclusion criteria, 18 articles from the Scopus database were found for further analysis. Overall, the literature’s insights provide information for companies looking to implement or update their omnichannel strategies. Cost efficiency, better customer data collection and analysis, and gaining a competitive advantage in the global market were the impacts of companies implementing an omnichannel strategy. A holistic approach to omnichannel that integrates new technologies, customer experience, logistics, and supply chain can significantly impact company performance across various industries.

Suggested Citation

  • Maria Dolorosa Kusuma Perdani & Ratih Hurriyati & Heny Hendrayati, 2025. "Impact of Omnichannel on Firm Performance: A Systematic Literature Review," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 654-660, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_76
    DOI: 10.2991/978-94-6463-817-2_76
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