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

Virtual Reality (VR) has rapidly evolved into a transformative technology, influencing various sectors, particularly in modern commerce. Despite its growing applications in fields such as customer experience, marketing, and retail, the scholarly research on VR in business has been fragmented. This study aims to conduct a comprehensive bibliometric analysis to examine the impact of VR on modern commerce, mapping its evolution, key research areas, and international collaborations. A total of 1,235 publications from 2014 to 2024 were retrieved from the Scopus database, analyzed using advanced bibliometric tools. The study investigates annual publication trends, keyword analysis, thematic development, and identifies influential journals, authors, and countries contributing to VR research in commerce. Key findings reveal a steady growth in VR applications within business sectors, with significant focus on digital marketing, retail, and consumer engagement. The analysis also highlights growing international collaborations, particularly from technologically advanced countries, such as China and the United States. This study provides valuable insights into the interdisciplinary nature of VR research in business, offering a comprehensive understanding of its evolution and implications for future research. It emphasizes the importance of continued collaboration and the integration of VR technologies into modern business strategies, with potential to drive innovation, enhance customer engagement, and streamline operations. Future research should explore broader applications of VR, particularly in Small and Medium Enterprises (SMEs), to expand its practical integration in commerce.