Strategic Omnichannel Integration in Digital Business: A Systematic Literature Review

Abstract

The increasing integration of digital technologies has positioned omnichannel strategies as a critical component of contemporary digital business. Rather than functioning solely as a marketing approach, omnichannel integration represents a strategic mechanism that aligns technology, organisational capabilities, and customer experience across multiple touchpoints. This study aims to systematically review and synthesise existing literature on strategic omnichannel integration in digital business contexts. Using a qualitative systematic literature review approach, this research analyses peer-reviewed journal articles published between 2020 and 2024 to identify dominant themes, conceptual frameworks, and research gaps. The findings reveal that omnichannel integration is commonly discussed in relation to strategic alignment, technology-enabled coordination, organisational readiness, and value creation through seamless customer experiences. However, the literature remains fragmented, with limited consensus on integrative frameworks that connect strategy, technology, and organisational governance. This study contributes by consolidating dispersed insights into a coherent strategic perspective and proposing directions for future research on omnichannel integration within digital business strategy.