Big Data Analytics In E- Commerce

Authors: Vaishnvee Prasad Pawar, Pravin J. Chougule

Abstract: BDA has emerged as a transformative technology in the e-commerce industry, enabling organizations to process and analyze vast amounts of customer and operational data.The expansion of e-commerce platforms has led to a substantial increase in the volume of information generated through online purchases, website visits, product searches, customer feedback, social networking activities, and electronic payment transactions. . This study examines the impact of BDA on e-commerce operations in India between 2018 and 2025.Using secondary data collected from government reports, industry publications, academic journals, and e-commerce case studies, the research evaluates how analytics contributes to customer personalization, demand forecasting, inventory optimization, fraud detection, and strategic decision-making. The findings indicate that organizations utilizing analytics-driven approaches achieve higher customer satisfaction, improved operational efficiency, and increased revenue generation.The study also identifies key challenges including data privacy concerns, infrastructure costs, cybersecurity threats, and shortages of skilled professionals. The research concludes that BDA has become a critical success factor for modern e-commerce businesses and will continue to influence digital commerce through integration with Artificial Intelligence, Machine Learning, and cloud-based technologies.