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Abstract

Companies in the retail sector face the challenge of migrating from traditional marketing to omnichannel to satisfy the needs of consumers, who seek to interact with companies through various channels. Based on this, the objective was established to carry out an analysis of evidence developed on the integration of omnichannel marketing in the retail sector, taking into account the growing digitalization of consumers in Latin America during the period from 2020 to 2024. The PRISMA methodology was used to carry out a systematic review of 20 scientific investigations. Likewise, all research more than 5 years old was established as an exclusion criterion, and inclusion was limited to studies focused on the retail sector in Latin American countries. The main results indicate the importance of adopting an omnichannel strategy to adapt to new consumer trends and improve brand loyalty. In conclusion, these findings establish a starting point for further research focused on omnichannel within the retail space.