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E-Commerce And Personalization Analysis

1531 Words7 Pages

First things first, before going into the relevance of personalization and customization in e-commerce and their business values, we need to define what is e-commerce? E- commerce is the utilization of the internet and the web in business transactions. (Laudon & Laudon, 2012). Vladimir Zwass, the editor in chief of International Journal of Electronic Commerce, defines electronic commerce as the exchange of business information, maintenance of business relationships and the conduction of business transactions over networks. E-commerce has several applications such as online banking, job searching, direct marketing, online shopping, and various global business undertakings. In 1995, Netscape.com, one of the internet’s first portals, introduced …show more content…

Business owners, Chief Executive Officers (CEOs) and merchants knew that the competitive merits of new products and services are fleeting, thus, companies are establishing stronger relationships with their clients. (Laudon & Laudon 21012). Today, most business establishments focus on customer relationship management to thrive in a competitive world. This is where the utilization of personalization and customization in e-commerce comes handy and valuable. Personalization utilizes customer’s personal data to better design products and services suited to the user’s needs and preferences. The Personalization Consortium defines “Personalization as the combined use of technology and customer information to tailor electronic commerce interactions between a business and each individual customer.” …show more content…

Creyate buyers get to choose their own clothing designs, clothing materials and accessories. Customization assists customers in altering the features of products and services when they conduct a search or filter. In contrast to personalization, customization is manually controlled by the user according to his specific preferences and requirements, while personalization is automatically done by a website based on the history of user’s and like-minded users’ previous interactions and personal profiles. So, what are the business value of personalization and customization? Personalization and customization help customers view what they prefer to order or buy, making it easier and comfortable to do transactions with merchants. Thus, increasing rate of customer satisfaction and loyalty, establishing a direct relationship between the e-commerce website and customers and increasing merchant sales. Likewise, both techniques reduced marketing costs because merchants spend capital to target customers who are likely be receptive and are

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