Big data analytics and its application in E-commerce

Anagha Ramkumar , Prasanna Kulkarni , Ahmed J. Obaid , Azmi Shawkat Abdulbaqi , Ahmad Al Yakin; Big data analytics and its application in E-commerce. AIP Conf. Proc. 27 September 2023; 2736 (1): 060029. https://doi.org/10.1063/5.0170687

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In today’s world, due to technological advances and their numerous applications, huge data is generated. In today’s digital world everything from information exchange to buying and selling is done through the internet. This has resulted in a huge mass of data that can provide deep insights into the business. As a result of this, both small and large e-commerce businesses make use of big data analytics to obtain a competitive edge over others. Through a deep understanding of a market, product, or clientele, larger rewards can be reaped, and e-commerce companies by understanding big data capabilities and by using various analytic techniques can understand the purchasing behavior of their customers. As a result, these companies can target their marketing directly on customer inclinations, develop new products according to the demands of the customers, and ensure that the customers receive the level of service expected by them. This paper discusses how the application of various big data analytic techniques can bring about positive change in any e-commerce business. This qualitative study analyses some relevant use cases. This research will be useful to all existing and aspiring businesses in the e-commerce space, as it provides critical insights on how to incorporate big data analytics with their business, so that they can extract valuable knowledge about their customers’ behavior which can enable them, to inter alia, to provide a personalized shopping experience.

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