This paper employs bibliometric analysis to systematically map the global research landscape on Augmented Reality (AR) in e-commerce from 2014 to 2024. A total of 610 publications retrieved from the Scopus database were analyzed, yielding 10,262 citations and an average annual growth rate of 24.97%. The results reveal three major clusters of countries: (i) research leaders in production and growth (India, the United States, China); (ii) nations emphasizing scientific collaboration and policy orientation (the United Kingdom, Germany, Portugal); and (iii) emerging contributors with regional and application-driven characteristics (Indonesia, Taiwan, Japan, Malaysia). Thematic evolution analysis highlights a clear transition from early-stage technological exploration (2014–2016) to theoretical consolidation and application expansion (2017–2024). From a theoretical perspective, the study enriches understanding of AR as not merely a visualization tool but a driver of affective engagement and consumer decision-making in digital environments. Practically, the findings offer managerial insights for e-commerce firms, technology developers, and policymakers in leveraging AR for immersive retailing, AI integration, and sustainable digital transformation. Overall, this analysis presents a comprehensive knowledge map that informs both academic inquiry and strategic application of AR in the evolving digital commerce landscape.

@article{nguyenthiphuonggiang-2026-1714,
  title={A Bibliometric Analysis of Augmented Reality in E-Commerce Research},
  author={Nguyen Thi Phuong  Giang and Le Ngoc  Son and Thai Dong  Tan and Nguyen Hoai  Linh},
  journal={Operations and Supply Chain Management: An International Journal},
  year={2026},
  volume={19},
  number={1},
  pages={30--46},
  doi={10.31387/oscm0640505}
}

Nguyen Thi Phuong  Giang, Le Ngoc  Son, Thai Dong  Tan, Nguyen Hoai  Linh (2026). A Bibliometric Analysis of Augmented Reality in E-Commerce Research. Operations and Supply Chain Management: An International Journal, 19(1), 30-46. https://doi.org/10.31387/oscm0640505