MAPPING THE INTELLECTUAL LANDSCAPE OF ARTIFICIAL INTELLIGENCE IN E-COMMERCE: A BIBLIOMETRIC ANALYSIS

Abstract

This study maps the scholarly landscape of Artificial Intelligence (AI) research within the e-commerce domain from 2000 to 2023, identifying key intellectual trends, leading contributors, and prospective research directions. Data were retrieved from the Web of Science (WOS) database, yielding 1,488 eligible articles drawn from 281 distinct publication outlets. Science mapping was conducted through bibliometric indicators encompassing citation counts, co-citation relationships, and bibliographic coupling, analysed via the R-package Biblio-shiny. Results reveal a pronounced upward trajectory in publication volume and collaborative authorship, while also foregrounding the dominant themes, high-impact AI applications, and emerging research frontiers within online retail. The study offers a structured reference point for scholars and practitioners seeking to orient AI development toward improving consumer trust and satisfaction in digital commerce.