Analytics of e-Commerce Platforms Based on User-Experience (UX)

E-commerce means shop anything from anywhere. Electronic allows firms and individuals to buy and sell products and services online. In this technology-driven world, consumers prefer the fast-go-to electronic markets over traditional markets. This study illustrates the research conducted to study the growth of India’s top e-commerce platforms. To provide more statistically significant results, a survey was conducted, and data was collected from local respondents. The survey consisted of queries concerning the user’s requirements and needs. This paper also describes how user-experience is one of the main concerning factors in e-commerce. We have observed that Indian consumers most widely use these websites—Amazon, Myntra, and Flipkart. Further, we use a decision tree to analyze the data and derive India’s most used e-commerce platforms’ growth rate. Rapid miner, a data mining tool, was used to acquire the decision tree. Using Tableau, data visualization was performed based on the collected primary data. To further identify factors influencing customers to shop online on the preliminary data, SPSS software was used. It was found that there exist three key determinants—Home delivery, flexibility, and security. K-means clustering algorithm identified similar groups within the secondary data. Based on data collected, this study highlights that Amazon is one of the widely used e-commerce platforms by Indian consumers. The role of UX in the growth and development of e-commerce is mentioned based on the usability test conducted with potential users.