Abstract
In recent years, the retail landscape has undergone a profound transformation, largely driven by the proliferation of online shopping platforms. The advancements in digital technologies are swiftly altering customer engagement with retailers during their online shopping journey. Despite the surge in the literature, from e-commerce to metaverse commerce, there lacks a comprehensive review specifically focused on customer engagement in online retailing. This gap impedes a comprehensive overview of customer engagement dynamics within the online retail landscape. This systematic literature review addresses this gap by examining 151 studies from January 2004 to December 2024, sourced from Scopus within the business and management discipline. The analysis outlines the “antecedents, decisions, and outcomes” of customer engagement in online retailing, and also presents “theories, contexts, and methods” employed in the literature to study customer engagement in online retailing. This review enhances conceptual understanding and provides insights for retailers aiming to elevate online customer engagement.