Title: Gamification for e-retailing: findings and future insights

Authors: Vytautas Dikcius; Karina Adomaviciute-Sakalauske; Sigita Kirse; Ignas Zimaitis

Addresses: Faculty of Economics and Business Administration, Vilnius University, Sauletekio al. 9, Vilnius, Lithuania ' Faculty of Economics and Business Administration, Vilnius University, Sauletekio al. 9, Vilnius, Lithuania ' Faculty of Economics and Business Administration, Vilnius University, Sauletekio al. 9, Vilnius, Lithuania ' Faculty of Economics and Business Administration, Vilnius University, Sauletekio al. 9, Vilnius, Lithuania

Abstract: Existing research on gamification and its impact on consumer engagement are diverse and fragmented. Most studies relate to education. A deeper analysis of gamification and its relation to e-retailing is required. This study aimed to explore the current state of research on gamification and its influence on customer behaviour in e-retail. The study comprised a systematic analysis of 6,587 articles published during 2000-2020 collected from 10 core databases using the PRISMA methodology. A total of 53 articles were selected for the final analysis. The results demonstrated high diversity in the measurements of gamification and the possibility to classify studies based on the abstraction level of gamification. There was a high number of different gamification elements that impact consumer behaviour in e-retail. Different theoretical backgrounds were used to explain the phenomenon of gamification. Lastly, the study revealed that gamification has a positive impact on various consumer behaviour outcomes.

Keywords: gamification; typology; e-retailing; behavioural intention; systematic analysis; leader boards; points; badges; virtual gifts; game elements.

DOI: 10.1504/IJEMR.2026.150309

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.1, pp.19 - 38

Received: 02 Mar 2023
Accepted: 02 Jun 2023
Published online: 09 Dec 2025 *

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