Future e-commerce recommendation based on purchasing pattern analysis amid COVID era

Priyanka Gupta, Rajan Gupta and Raghav Goyal

International Journal of Business Forecasting and Marketing Intelligence, 2023, vol. 8, issue 2, 131-156

Abstract: COVID-19 is altering the world, bringing about novel challenges in every sphere of life, including e-commerce. The novel coronavirus is contagious, which has increased online shopping worldwide and, in India, the number of first-time online buyers. The evolving conditions have managed a paradigm shift from offline shopping to e-commerce. This shift generates tons of data, which needs to be analysed to forecast shopping trends and behaviour. This paper predicts the future of small and medium online retailers in India using a powerful data mining technique - decision tree and its rules. Using a Google Form, 2,000 respondents reported their purchasing behaviour and modes before, during, and after the epidemic. This article examines the shopping patterns category-wise. The results suggest that e-commerce has a bright future, especially in categories such as daily grocery items and medicines, as many customers prefer and permanently migrate to online purchasing.

Keywords: e-commerce; COVID-19; decision tree; recommendation; shopping patterns; online purchasing. (search for similar items in EconPapers)
Date: 2023
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