Author(s): Nidhi Jha, Sunil Barthwal
Purpose: The paper reviews literature pertaining to significant factors for implementation of Direct-to-customer (D2C) model in e-retailing of electronic goods from the perspective of B2C (Business-to- consumer) and B2B (Business-to-Business) customers. Design/methodology/approach: Bibliometric approach was adopted to review and analyze the literature on e-retailing, spanning from 2010 to 2022. The Scopus database was used to retrieve articles focusing on the D2C business model in e-retailing of electronic goods. Publication trends, keyword co-occurrence analysis and thematic cluster helped analyze the themes emerging in D2C Model retailing. Findings: The analysis reveals a steady rise in research on D2C business models in e-retailing of electronic goods over the last two decades, indicating model’s growing significance in the digital commerce landscape. It provides insightful analysis of the variables related to the D2C business model for different customer segments. Variables such as trust, effective website and reviews are important from B2C customer perspective wherein supply chain, exclusiveness, customization and importance of information-are critical from a B2B customer perspective that has an impact on their purchase intention and decision of online purchase of electronic goods using D2C model. Relationship management came as a significant factor for both B2B and B2C customers. Research limitations: The temporal scope of the research may overlook recent advancements and developments in the e-retailing industry as the review is limited to just over a decade until 2022. The use of predefined keywords, and textual data sourced from existing literature, may have limited the understanding of the complexities inherent in the D2C model. The future study may also need to incorporate regional and cultural variations. Practical implications: The study gives an insight into the evolution of D2C business model and essential variables associated that influence the e-retailing environment model of electronic goods for two separate customer segments. It offers a comprehensive basis for future academic inquiries into the D2C business model relevant to other industries Originality: This research's novelty is thorough bibliometric examination of the D2C business model within the context of e-retailing of electronic products. The paper provides comprehensive analysis covering research patterns, influential factors, and thematic content from the customers’ and organization’s perspectives.