Omnichannel As A Digital Transformation Strategy: A Systematic Literature Analysis

Abstract

The rise of digital technologies has transformed consumer behavior and business strategies, prompting organizations to adopt omnichannel approaches that integrate various customer touchpoints into a seamless, personalized experience. This study conducts a systematic literature review to explore how omnichannel strategies serve as a means of digital transformation across business sectors. From an initial pool of 567 articles sourced from Scopus, a final selection of 44 peer-reviewed, open-access journal articles in the fields of business and management was analyzed. The findings reveal that omnichannel implementation enhances customer satisfaction, operational efficiency, and business performance by ensuring consistency, integration, and personalization across channels. Multiple theories—including S-O-R Model, UTAUT2, Flow Theory, and Dynamic Capability Theory—are used to frame omnichannel phenomena from both consumer and organizational perspectives. Key themes include the role of personalization, technology adoption, and customer experience in driving omnichannel success. The review also identifies research gaps, especially regarding the long-term impact of personalization on customer loyalty. This study contributes to the theoretical development of omnichannel strategy and provides practical recommendations for businesses aiming to achieve sustainable digital transformation.