Leveraging Big Data Analytics to Enhance Customer Experience in E-commerce

Leveraging Big Data Analytics to Enhance Customer Experience in E-commerce


  • Vijay Mallik Reddy Member of Technical Staff, University of North Carolina at Charlotte
  • Lakshmi Nivas Nalla Data Engineer Lead, Florida International University, 11200 SW 8th St, Miami, FL 33199


Big Data Analytics, Customer Experience, E-commerce, Personalization, Machine Learning, Predictive Analytics, Real-time Data Processing


In the rapidly evolving landscape of e-commerce, enhancing customer experience is paramount for maintaining competitive advantage and fostering brand loyalty. This paper explores the transformative role of big data analytics in personalizing and optimizing customer interactions within e-commerce platforms. By harnessing vast amounts of data generated through various customer touchpoints, e-commerce businesses can gain deep insights into consumer behavior, preferences, and purchasing patterns. The study highlights key big data techniques, such as machine learning, predictive analytics, and real-time data processing, which enable the creation of personalized shopping experiences, effective recommendation systems, and proactive customer support. Additionally, the paper examines the challenges associated with data integration, privacy, and security, and discusses strategies to mitigate these issues. Through case studies and industry examples, this research demonstrates how leveraging big data analytics can lead to improved customer satisfaction, increased sales, and long-term customer loyalty.




How to Cite

Vijay Mallik Reddy, & Lakshmi Nivas Nalla. (2023). Leveraging Big Data Analytics to Enhance Customer Experience in E-commerce. Revista Espanola De Documentacion Cientifica, 18(02), 295–324. Retrieved from http://redc.revistas-csic.com/index.php/Jorunal/article/view/221