Business optimization in e-commerce: leveraging data analytics for improved decision-making and performance enhancement

In today’s data-driven business environment, e-commerce platforms are increasingly leveraging data analytics to enhance operational efficiency, improve decision-making, and gain a competitive edge. This research examines how analytics is transforming core e-commerce functions, including inventory management, supply chain and logistics, personalization, marketing campaign optimization, and pricing strategy. By enabling real-time demand forecasting, route planning, and customer behaviour analysis, data analytics empowers businesses to deliver products more efficiently and tailor experiences for individual users. The paper presents case studies from leading platforms like Amazon, eBay, Shopify, and Flipkart to demonstrate how data-driven decision-making leads to measurable performance improvements and competitive success. These examples highlight the strategic importance of embedding analytics into e-commerce ecosystems as a foundation for business optimization, innovation, and long-term growth.