E-Ticaret Literatürünün İncelenmesi: Bibliyometrik Analizden Çıkarımlar, Eğilimler ve Öneriler

Öz

Günümüzde dijitalleşmenin hız kazanmasıyla birlikte e-ticarete olan ilgi artmakta ve e-ticaretle ilgili bilimsel çalışmaların sayısı da giderek çoğalmaktadır. Bu çalışmada e-ticaret literatürünün yapısının ve eğilimlerinin belirlenmesi amacıyla bibliyometrik analiz tekniği kullanılmıştır. 09 Nisan 2025 tarihinde Web of Science veritabanından gerçekleştirilen tarama sonucunda ulaşılan, 1973-2025 dönemine ait toplam 15.670 veri VOSviewer ve R Studio Bibliometrix yazılımları ile analiz edilmiştir. Elde edilen bulgular, e-ticaret araştırmalarının teknik altyapı, yönetsel ve toplumsal bağlamlarda yoğunlaştığını ortaya koymaktadır. Çin, ABD ve İngiltere ülkelerinin bilimsel iş birliği ağlarında öne çıkması, e-ticaretin küresel ölçekte disiplinlerarası bir araştırma alanı haline geldiğini göstermektedir. Sürdürülebilir Kalkınma Hedefleri`yle kurulan bağ ise e-ticaretin etik, çevresel ve sosyal fayda üretmeye yönelik potansiyelini ortaya koymaktadır. Bu bulgular doğrultusunda disiplinlerarası entegrasyonun artırılması, bölgesel odaklı araştırmaların teşviki, açık erişim politikalarının yaygınlaştırılması ve veri tabanlı yöntemlere yönelime yönelik öneriler geliştirilmiştir. Bu çalışmanın e-ticaret literatürünün mevcut durumunu sistematik biçimde ortaya koyarak akademiye ve politika yapıcılara stratejik bir bakış açısı sunacağı düşünülmektedir.

Anahtar Kelimeler

• Dijitalleşme
• E-ticaret
• Bibliyometrik Analiz
• Web of Science

Review of E-Commerce Literature: Inferences, Trends and Recommendations from Bibliometric Analysis

Abstract

Today, with the acceleration of digitalization, interest in e-commerce is increasing and the number of scientific studies on e-commerce is increasing. In this study, bibliometric analysis technique was used to determine the structure and trends of e-commerce literature. As a result of the search conducted in the Web of Science (WoS) database on April 9, 2025, a total of 15.670 data from the 1973-2025 time period were analyzed using VOSviewer and R Studio Bibliometrix software. The results reveal that e-commerce research focuses on technical infrastructure, managerial and social contexts. The prominence of China, the USA and the UK in scientific collaboration networks shows that e-commerce has become an interdisciplinary research area on a global scale. The link established with Sustainable Development Goals (SDGs) reveals the potential of e-commerce to produce ethical, environmental and social benefits. In line with these results, recommendations have been developed for increasing interdisciplinary integration, encouraging regionally focused research, expanding open access policies and shifting towards data-based methods. This study is expected to provide a strategic perspective to academia and policy makers by systematically presenting the current state of e-commerce literature.

Keywords

• Digitalization
• E-commerce
• Bibliometric Analysis
• Web of Science

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