Impact of Omnichannel on Firm Performance: A Systematic Literature Review

Maria Dolorosa Kusuma Perdani (), Ratih Hurriyati and Heny Hendrayati
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Maria Dolorosa Kusuma Perdani: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 654-660 from Springer

Abstract: 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.

Keywords: Omnichannel; Firm Performance; Logistic; Supply Chain; Technology (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_76

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