<p>Academic interest in showrooming and webrooming research has burgeoned in the past one decade. Showrooming involves consumers searching for products offline before making their purchase online, while webrooming refers to the opposite behavior of searching online before purchasing in-store. Despite the growing academic interest in this area, the resulting scholarly work remains divergent, incomplete, and fragmented. Drawing on the Theory-Context-Characteristics-Methods (TCCM) review framework, this research provides a comprehensive understanding of the dominant theories, contexts (i.e., industries and countries), characteristics (i.e., key variables and their relationships), and methods (i.e., research approaches and analysis techniques) employed in showrooming and webrooming research over the past years (2010–2025).A systematic analysis of 89 articles reveals a focus on consumer-specific theories and a scant application of multi-disciplinary theories. Though the literature covers an array of industries to understand showrooming and webrooming, there is a need for more research in the B2B context and the service industries. Furthermore, we detect a need for more research on the influence of consumer/channel/product-related variables on showrooming and webrooming, underlying mechanisms and boundary conditions for the key relationships in this area. It is the first framework-based literature review providing comprehensive understanding of consumer showrooming and webrooming behavior in multi-channel environments. Finally, insightful directions to fertile areas for future research have been given.</p>