CONSUMER BEHAVIOR ANALYSIS IN E-COMMERCE: TRENDS AND CHALLENGES

Abstract

The rapid evolution of e-commerce has significantly transformed consumer purchasing patterns, driven by technological advancements, social media influence, and personalized marketing strategies. This paper explores the dynamic nature of consumer behavior in online marketplaces, highlighting emerging trends such as mobile commerce, AI-driven recommendations, and omnichannel shopping experiences. It also examines the challenges businesses face in understanding and predicting consumer behavior, including data privacy concerns, fragmented customer journeys, and shifting brand loyalties. By analyzing recent developments and integrating behavioral data analytics, this study provides insights into how e-commerce platforms can adapt to meet evolving consumer expectations. The findings underscore the importance of customer-centric strategies and the ethical use of consumer data to build trust and foster long-term engagement in the digital marketplace.