<p>Online consumer reviews (OCRs) on E-commerce platforms significantly influence consumer buying behavior by providing insights into products through comments, images, and videos. These reviews act as digital word-of-mouth, offering readers a detailed understanding of a product’s pros and cons. Although extensive research has been conducted across various dimensions of OCRs, emerging technologies, broader global internet penetration, and issues such as manipulation of online reviews indicate significant opportunities for further exploration. To systematically identify these gaps and guide future inquiry, this study aims to systematically review OCR literature. The study adopts the TCCM (Theories, Contexts, Characteristics, and Methodology) review framework, which structures recommendations across four key areas: theoretical foundations, contextual settings, characteristic features, and methodological approaches. The PRISMA diagram provides a detailed visualization of the data retrieval and selection process in systematic review. By applying this framework, the study makes a novel contribution by providing a clear and organized roadmap for advancing research in the evolving field of OCRs. The findings of the study reveal that key factors influencing consumer decisions in the e-commerce landscape include review quality, volume, valence, credibility and multimedia content. Using the TCCM framework, it synthesizes these critical elements, highlighting their impact on consumer perceptions and purchasing behavior. The study offers practical insights for businesses and E-commerce platforms to enhance review management strategies. By focusing on review quality, authenticity, and multimedia content, businesses can encourage impactful consumer reviews. Effective strategies, such as responding to feedback and using AI tools for sentiment analysis, can improve product offerings and consumer trust.</p>