The Role of Big Data in Improving Business Decisions: A Case Study on E-Commerce

Abstract

This study explores the role of Big Data in enhancing business decision-making processes within the e-commerce sector. Through a qualitative case study approach, in-depth interviews were conducted with key stakeholders, including data analysts and business managers from various e-commerce companies. The research examines how Big Data analytics improves operational efficiency, personalizes customer experiences, and optimizes inventory management. The findings indicate that businesses leveraging Big Data are better equipped to make informed, real-time decisions, gaining a competitive edge in the rapidly evolving digital marketplace. However, the study also identifies several challenges, such as technical limitations, data quality issues, and concerns about data privacy. These obstacles highlight the need for a clear Big Data strategy and skilled personnel to exploit its potential fully. The study contributes to the existing literature by offering new insights into the practical applications of Big Data in e-commerce and the ethical implications of its use. Recommendations for future research include further investigation into the ethical dimensions of Big Data and strategies for smaller businesses to implement Big Data analytics effectively. Overall, this research demonstrates the transformative impact of Big Data on e-commerce decision-making while addressing critical barriers to its successful adoption.