This paper employs bibliometric analysis to systematically map the global research landscape on Augmented Reality (AR) in e-commerce from 2014 to 2024. A total of 610 publications retrieved from the Scopus database were analyzed, yielding 10,262 citations and an average annual growth rate of 24.97%. The results reveal three major clusters of countries: (i) research leaders in production and growth (India, the United States, China); (ii) nations emphasizing scientific collaboration and policy orientation (the United Kingdom, Germany, Portugal); and (iii) emerging contributors with regional and application-driven characteristics (Indonesia, Taiwan, Japan, Malaysia). Thematic evolution analysis highlights a clear transition from early-stage technological exploration (2014–2016) to theoretical consolidation and application expansion (2017–2024). From a theoretical perspective, the study enriches understanding of AR as not merely a visualization tool but a driver of affective engagement and consumer decision-making in digital environments. Practically, the findings offer managerial insights for e-commerce firms, technology developers, and policymakers in leveraging AR for immersive retailing, AI integration, and sustainable digital transformation. Overall, this analysis presents a comprehensive knowledge map that informs both academic inquiry and strategic application of AR in the evolving digital commerce landscape.