Abstract:

The recent rapid advances in information and communication technologies have resulted in a remarkable growth in the production of data. Today, data is being generated by everything around us at all times. This data explosion, commonly known as big data, has affected nearly every aspect of our daily life and every business across sectors. In this work, our objective is to shed light on how big data is reshaping the e-commerce landscape. In this respect, the findings of the study demonstrated that online retailers can harness the power of big data to provide their customers with a customized shopping experience, make optimal pricing decisions and decrease shopping cart abandonment. Taking all these opportunities into consideration, big data can enable e-commerce brands to enhance customer experience, drive strategic action and generate more sales.