EXPLORING THE IMPACT OF BUSINESS INTELLIGENCE ON E-COMMERCE PERFORMANCE

Abstract

This study explores the transformative impact of Business Intelligence (BI) on e-commerce performance,
emphasizing its role in enhancing decision-making through data-driven insights. As e-commerce continues to
grow, BI is empowering businesses of all sizes, from startups to large enterprises, by offering affordable tools
that optimize operations, increase revenue, and improve customer experiences. The research highlights BI’s
ability to track sales and customer behavior while also improving operational efficiency by identifying
inefficiencies and bottlenecks. The integration of Machine Learning (ML) and Artificial Intelligence (AI) is
poised to make BI even more self-sufficient, automating decision-making and helping businesses stay ahead of
market trends. Despite some limitations, such as the reliance on convenience sampling and secondary data, the
study suggests that BI is crucial for e-commerce growth. As cloud storage solutions and data integration
capabilities continue to evolve, BI will play an increasingly vital role in fostering collaboration, scalability, and
better data utilization within the e-commerce sector