E-commerce and business analytics: a literature review

The number of users of well-known e-commerce websites such as Taobao, Jingdong, and Amazon has exceeded one billion. This means that the information provided by these and similar websites which is growing very fast, could be a valuable source of support for decision making, if discovered. All kinds of data derived from e-commerce websites must be managed and analyzed in order for them to remain competitive and to prevent reduced satisfaction or interest of customers. Business Analytics and Big Data Analytics are methodologies that can discover valuable insight hidden in data. In this paper, recent studies on e-commerce and Business Analytics or Big Data Analytics published within the last five years will be surveyed to discover what kind of business value is created with usage of analytics in these studies. This investigation also has the potential to find research gaps and direct future research.