Global E-commerce Market Segmentation by Using Fuzzy Clustering

Customer segmentation is essential for marketing, communication, and even operations management activities. E-commerce provides the data required for novel perspectives to customer segmentation. In this study, we focus on customer segmentation based on purchase variety. To this end, first, the data is preprocessed, and the optimal customer number is detected. Then the fuzzy c-means algorithm is applied, and the segments are formed.