“…Although a few earlier reviews exploring omnichannel retailing exists (please see Appendix for details), these have focused predominantly on logistics and supply chain angles rather than consumer perspectives. While existing reviews offer valuable general insight concerning the omnichannel retailing literature, their scope tends to be limited to providing a framework for effective omnichannel strategy (Cai & Lo, 2020; Cummins et al., 2016) or to examining the logistics and supply chain aspects of omnichannel retailing; such as freight transportation (Lafkihi et al., 2019), warehousing (Kembro et al., 2018) and fulfilment and distribution (Melacini et al., 2018; Taylor et al., 2019). In this paper, we follow a structured review approach (Paul & Criado, 2020) in that we identify, tabulate and present detailed information concerning the methodology applied, the industry investigated, the home and host countries engaged, main variables of interest, the leading journal outlets publishing work in this area and finally, the most prominent articles (based on article citations) in omnichannel retailing research.…”