Design thinking has become a major innovation paradigm, emphasizing user-centered problem solving and iterative prototyping. One of the contributions of design thinking in the business field is to market innovation. Examining how design thinking promotes better market access is essential to giving organizations a competitive edge. In order to discover important research issues, significant writers, and developing trends, authors employed the Scopus and VOS viewer databases to monitor 2405 publications from a variety of fields for our bibliometric analysis. The findings demonstrate that there has been a notable upsurge in scholarly activity since 2005, with noteworthy contributions from eminent institutions and a worldwide dispersion of research outputs. The transdisciplinary application of design thinking and its effects on market entry tactics, user-centred innovation, and organizational culture are the main findings of this investigation. There has been a notable surge in research over the last few decades, primarily due to a growing understanding of the effectiveness of design thinking in tackling intricate market problems. Subsequent investigations ought to concentrate on empirical research that measures the influence of design thinking on particular market access metrics and investigates its amalgamation with other inventive approaches.