Unlocking omnichannel success for small and medium-sized enterprises: A systematic review of technologies, barriers, and enablers

Abstract

Purpose: To identify the appropriate technologies to support the implementation of omnichannel strategies in small and medium-sized enterprises (SMEs) and explore the enablers and barriers underlying the success of omnichannel adoption.

Design/methodology/approach: This research employed a systematic literature review (SLR) approach based on articles published in the last ten years which were acquired from Scopus database. Literature was screened using specified inclusion and exclusion criteria, thereafter coded and analyzed to meet the research objectives.

Findings: The study demonstrates that omnichannel help SMEs enhance market reach and customer satisfaction by integrating digital and physical channels. E-commerce platforms and social media are the most accessible technologies, whereas advanced tools like big data pose challenges due to costs and complexity. SMEs face barriers such as limited budgets, low levels of digital literacy, and inadequate infrastructure. Enhancing digital literacy, fostering collaboration with stakeholders, and leveraging scalable technologies like cloud-based CRM systems and social media platforms play a crucial role in overcoming these barriers. These enablers provide cost-effective solutions, empower SMEs to utilize digital tools effectively, and facilitate resource sharing and operational synergy, aligning well with their limited resources.

Research limitations/implications: The findings were drawn from secondary data from SME literatures of omnichannel which are limited, thereby constraining their generalizability.

Practical implications: Prioritizing affordable, scalable, cost-effective technologies that align with their resources, phased implementation starting with simpler tools, workforce training, and a focus on customer engagement are suggested practical solutions to improve efficiency and customer experience.

Social implications: By adopting omnichannel strategies, SMEs can enhance customer experiences and contribute to broader economic growth by bridging digital divides and increasing their competitiveness in global markets.

Originality/value: This research addresses a gap by focusing on SMEs rather than large enterprises, providing practical insights into suitable technologies and scalable strategies for resource-constrained businesses.