Paper Contents
Abstract
ABSTRACT (This research paper explores how online shopping apps use data analytics)In the data-centric world of e-commerce, online shopping platforms increasingly depend on data analytics to refine user experiences, enhance operational efficiency, and boost sales. In India, where mobile internet penetration is growing rapidly, apps like Amazon, Flipkart, Meesho, and Myntra are reshaping how consumers shop by using data analytics to track behavior, personalize content, and predict demand. This paper investigates how these shopping apps leverage data analytics and evaluates its impact on customer engagement, satisfaction, and behavior.Primary data was collected from 150 users through structured questionnaires. The study examines personalization, user awareness of data practices, and the behavioral and ethical implications of analytics usage. The results show that most users respond positively to personalization but lack clarity on how much of their data is being used. The study recommends greater transparency, ethical data handling, and digital literacy initiatives. These insights aim to guide e-commerce platforms, policymakers, and researchers in shaping future data-driven strategies for digital commerce.
Copyright
Copyright © 2025 Uday Kumar. This is an open access article distributed under the Creative Commons Attribution License.
