Analysis of academic publications related to e-commerce with bibliometric mapping method

The study highlights the constant evolution and change in market perceptions and technological activities, which are influenced by globalization and the increasing world population. As human needs are constantly changing and limited time is a concern, technological factors have emerged to cater to these demands. E-commerce has become a popular way for people to shop, with approximately 80 out of 100 people using online platforms for their purchases. Especially in recent years, due to the pandemic and similar circumstances, e-commerce has become even more prevalent. The development of digital technology has made customers more suitable for the digital environment, and businesses are using digital marketing strategies to attract more customers. Competitiveness is necessary for sellers who wish to keep up with their customer portfolio. Through bibliometric analyses, this study provides information on the individuals, institutions, and countries that publish the most in the field. It also examines the authors and studies with the most citations and creates a bibliometric map of the abstracts of academic studies, defining the relationships between terms. By examining the current state of the field, the study aims to make comments on what future studies should focus on. It also creates annual bibliometric maps to demonstrate the changes in the field over the last five years and to describe these changes.