Bibliometric Analysis of Virtual Reality Impact on Modern Commerce and Business Applications

This study explores the impact of Virtual Reality (VR) on modern commerce using bibliometric analysis. A total of 1.235 publications from 2014 to 2024 were gathered from the Scopus database to map the evolution and current state of VR in business research. The analysis covered key aspects such as annual publication trends, keyword analysis, thematic, and major research areas. This study also identified influential journals, authors, countries as well as highlighting key contributors and collaboration networks that drives VR applications in business commerce. The findings showed steady growth with increasing applications of VR in various business sector including customer experience, digital marketing, retail, and training. Moreover, the results show significant international collaborations that especially comes from technologically advanced countries. Finally, the study discusses implications for future research and provides insights regarding to integrate VR in modern commerce.