The Internet of Things (IoT) is one of the key technologies for the digital transformation of both business and society. The paper primarily aims to investigate the structure and dynamics of academic publications in English dealing with issues of IoT development – from a marketing perspective, using methods of systematic mapping, i.e., co-citation analysis, bibliographic coupling, and analysis of the co-occurrence of keywords in the Scopus and Web of Science (WoS) databases. Analysis of research papers enables the identification of the most influential articles, papers, and journals, as well as visualization of the keywords and co-authorship co-occurrences. There has been an exponential increase in studies on IoT applications in marketing, indexed in Scopus and WoS citation databases. An insight into analyzed papers shows that companies utilize large amounts of data generated by the IoT to gain insights into customers’ supply and value creation, which helps strengthen their relationships with customers and pursue more efficient marketing policies and practices, ultimately leading to a competitive advantage. The IoT is expected to evolve into a vast network that includes smart devices and significantly influences people’s behavior, especially decision-making at different stages of the purchasing process.

With the rise of globalisation and development of information technology, e-commerce, as an alternative buying and selling space to offline stores, gained on its importance. The e-commerce prevalence affected the way business is done by organisations, but also the consumer behaviours and their perceived value of retail space. E-commerce has been on the rise in most industries, especially followed by the recent Covid-19 pandemic. The rising trend of digital shopping behaviour in terms of the increase in online payment methods, number of mobile transactions etc. has been also evident. The on-going growth of e-commerce on a global level may be argued as evidence of people’s acceptance of e-commerce. Nevertheless, some studies have found significant differences in the level of acceptance between the developed and developing countries, since the latter fall behind in terms of the digital transformation. Various theories of e-commerce acceptance have been formulated in literature to appoint to factors that drive the e-commerce acceptance. Furthermore, the user’s trust in terms of the online security, variety of products available online, the competitiveness of prices or the time saved compared to offline stores have shown to be some of the general factors influencing the e-commerce acceptance both from buyers’ and sellers’ point of view. This paper presents the findings of research conducted in cooperation with the E-Commerce Association Bosnia and Herzegovina in 2023 on a sample of 1,317 respondents who made purchases online. The findings of the research confirm some of the findings carried out in countries around the world, but there are also certain specificities that are reflected in the preference for the way of making purchases, the method of payment, the method of delivery, the selection of sellers, etc.