Businesses increasingly rely on online platforms to engage with their customers, comprehending the nuances of the digital customer journey (DCJ) becomes paramount for developing effective marketing strategies. This research aims to investigate the trends and themes in the DCJ literature from 2009 to 2024 through a bibliometric approach. This study seeks to provide insights into the evolution of research in this domain and the implications of emerging trends for practitioners and scholars alike. The theoretical foundations of this research are anchored in the interplay between consumer behavior theories and the advancements in ICT. A total of 1,275 articles were retrieved from the Scopus citation database, following the PRISMA protocol to ensure a rigorous selection process. After applying inclusion and exclusion criteria, 462 relevant articles authored by 1,429 individuals across 261 sources were identified for analysis. The study utilized VOSViewer and R Studio, to conduct a comprehensive analysis of publication trends, citation networks, and co-authorship patterns. The findings reveal several prominent themes, including the impact of mobile technology on customer engagement, the role of personalization in enhancing user experience, and the significance of social media interactions in shaping consumer perceptions. Additionally, the study identifies key authors and institutions that have contributed notably to the field, highlighting patterns of collaboration and knowledge dissemination. The evolution of research topics reflects broader technological advancements, indicating a dynamic interaction between academic inquiry and practical marketing applications.The findings underscore the necessity for marketers to adapt their strategies in line with emerging digital trends and consumer behaviors.