A Study on Consumer Behaviour Analytics in Online Retail with Special Reference to Amazon and Flipkart

Consumer behaviour analytics has emerged as a transformative force in the online retail sector.With the rapid expansion of digital commerce platforms such as Amazon and Flipkart, understanding customer behaviour patterns has become essential for improving personalization, pricing strategies, inventory management, customer loyalty, and overall business performance.This research paper explores the application of data analytics in online retail consumer behaviour, focusing on how Amazon and Flipkart use descriptive, diagnostic, predictive, and prescriptive analytics to derive insights from customer purchase patterns, browsing behaviour, demographic data, and sentiment trends.The paper provides a comprehensive review of existing literature, discusses analytical models used in e-commerce, and presents an in-depth analysis of behavioral determinants such as convenience, price sensitivity, trust, product reviews, and recommendation systems.The study concludes that consumer behaviour analytics significantly enhances customer engagement, conversion rates, and competitive advantage in the digital marketplace.