Factors Influencing the Success of Recommendations in E-Commerce

Nowadays, in e-commerce, item recommendation to the buyers is one of the key promotional activities followed by all the e-commerce companies. While the users navigating the site, the recommendation systems help them to pick the items that they recently interested or that they recently viewed that are currently discounted. This article narrates various factors that are influencing the factors for the development of business in e-commerce using data analytics. Our analysis is performed based on log data of Flipkart; it is one of the large e-commerce sites in India. From our analysis, it shows that before selecting an item for recommendation, we have to consider various factors in parallel. The factors include as follows: item should match with the customers’ shopping interest in the previous session, discount information for the product, and recent popular items.