Blog Soft Gorillas

24 Oktober 2023
4 min read

E-commerce Data Analysis: Unlocking the Potential of Big Data for Business Growth

In today’s digital landscape, e-commerce has become increasingly competitive, making it crucial for businesses to leverage the power of data analysis to gain a competitive edge. The ability to effectively analyze and utilize data is particularly important in the e-commerce industry, where understanding customer behavior and market trends can significantly impact a company’s success. While many businesses may not have a dedicated IT department to handle data collection and analysis, there are popular analytics tools available that can empower even small businesses to harness the power of e-commerce data analysis.


Why is E-commerce Data Analysis Important?  

Running an e-commerce store can be a challenging task, but it can also be highly profitable. While some online stores may experience high sales without much effort, the majority of e-commerce businesses face stiff competition and struggle to gain popularity. This is where e-commerce data analysis comes into play. By utilizing popular analytics tools, businesses can quickly identify areas for improvement and determine strategies to attract new customers. Regularly analyzing e-commerce website performance leads to increased conversion rates and improved factors that directly influence potential customers‘ reactions.


Understanding Customer Behavior with E-commerce Data Analysis  

Running an online store means that potential customers can come from various sources. While typing the store’s URL directly is the simplest way to access the website, the majority of customers arrive through other means. If your website is optimized, a significant portion of traffic may come directly from Google search results. If you run regular advertising campaigns, customers may land on your site after clicking on an ad, such as on Facebook or Instagram. Perhaps you collaborate with another company or blogger who has added a link to your product on their site. Analyzing the sources of website traffic is one of the most crucial aspects of e-commerce data analysis. Understanding how customers reach your website allows you to focus on promoting in areas that generate the most traffic and improve areas that have not been effective in acquiring customers.


Leveraging E-commerce Data Analysis for Effective Marketing Strategies  

Popular e-commerce analytics tools help determine the most effective marketing channels and select the best promotional actions. While most e-commerce businesses understand the importance of marketing, they often use strategies that are not tailored to their specific needs. By analyzing website data, businesses can identify customer reactions to blog articles, individual products, and categories within the store. Statistics also reveal the number of visitors arriving from social media platforms. Some tools even indicate the popularity of specific keywords and tags. Utilizing this information helps increase website traffic. Monitoring internet trends is also an effective way to know when to focus on promoting seasonal products or introducing new items to the store.


E-commerce Data Analysis and Customer Segmentation  

The conversion rate is one of the most crucial pieces of information about customers for any e-commerce store. E-commerce data analysis allows businesses to determine the conversion rates for specific products and draw conclusions about the best-selling items. Optimizing conversions heavily relies on customer segmentation and tailoring marketing efforts to each group. Some visitors may browse your website but not be interested in making a purchase. However, this does not mean you should give up on them. Remarketing efforts or improving certain parts of the product offering can persuade undecided customers to finalize their transactions.


Essential Tools for E-commerce Data Analysis  

To effectively understand user behavior, accurate data analysis is necessary. Various tools can be used to achieve this goal. While Google Analytics is the most popular and widely used tool for e-commerce data analysis, other tools such as Google Tag Manager, HotJar, Crazy Egg, Optimize Google, and Ubersuggest provide useful insights as well. If you also run advertising campaigns on social media platforms, Facebook Analytics can be a valuable addition to your analytics toolkit.


Google Analytics  

Google Analytics is the go-to tool for data analysis in e-commerce. As with most Google tools, Google Analytics is free to use. Its primary function is to track the sources of website traffic. You can determine which products are the most popular, which cities and countries have the highest number of customers, and on which devices customers make purchases. Analytics can even provide details such as the gender and age of buyers, as well as the time of purchase. However, the most valuable information lies in understanding the time it takes for a user to make a purchase and whether they completed the transaction on their first visit or returned multiple times. With Google Analytics, you can set up to 20 goals and analyze a vast amount of data.


Google Tag Manager  

Google Tag Manager is a powerful tool that allows for easy management of various scripts. By adding code snippets to your website or application, such as the Google Analytics code, you can quickly collect essential data about user behavior. Google Tag Manager simplifies the configuration of analytics tools without the need for professional programming expertise.



HotJar is a tool that provides insights into how potential customers interact with the content on your website. It allows you to analyze user behavior, including how they navigate through your site. This information is invaluable for improving user experience and optimizing your website’s design and layout.


Other Tools  

In addition to Google Analytics, Google Tag Manager, and HotJar, there are several other tools available that can enhance e-commerce data analysis. Crazy Egg provides heatmaps and click tracking, while Optimize Google allows for A/B testing to optimize website performance. Ubersuggest helps identify popular keywords and improve website traffic. Combining these tools can provide a comprehensive analysis of your e-commerce data.

Optimizing the Store and Personalizing the Offer  

By utilizing various analytical tools, you can collect and store data about your users and their behavior on your e-commerce website. Analyzing this data allows you to not only gain a better understanding of your target audience, but also thoroughly examine their purchasing preferences. With this knowledge, you can offer products that precisely meet their needs at the most appropriate times. This can be compared to the experience of shopping in a physical store, where it is much more enjoyable when a salesperson presents items that match our preferences and current needs. Even better, when there are promotions or special offers tailored to our birthdays or name days.


In e-commerce, direct communication with customers is lacking, except for surveys and user research. Big data allows you to meet customer needs. By analyzing data, we can recognize customer needs and create personalized offers for each user. You can easily determine how frequently a particular customer visits your store, what interests them, which products they search for and browse, and which ones do not catch their attention. With this knowledge, you can recommend products or suggest items that align with their preferences and interests in real-time. By doing so, you show customers that your store offers precisely what they need at any given moment. You send them direct, dedicated messages and increase their interest.

Practical Applications of E-commerce Data Analysis for Personalization:  

  1. Better understanding of customers and building trust and interest.

  1. Tailoring offers to the needs of each customer individually.

  1. Increasing the competitiveness of your store.

  1. Personalizing advertising messages and customer communication.

  1. Reducing advertising costs.

  1. Boosting brand popularity.

In the past, e-commerce lacked personal communication and customized offers, leaving customers to find products on their own. Sometimes, they had to deal with advertisements and offers that did not necessarily match their current needs or preferences. How many times have you accidentally clicked on an ad for a product and then felt annoyed by seeing it „everywhere“? Now, with the help of Big Data, you can recommend items that users typically search for, remind them of low stock or expiring product lifespans, and suggest new additions to complement their current purchases. You can also send personalized promotions or inform them about new products related to their current possessions. These offers, messages, and ads will have specific value to them, as they are dedicated to their needs, preferences, and current ownership. This will pique their interest more than ever.

Forecasting Demand and Pricing Strategies with E-commerce Data Analysis  


Traditionally, forecasting demand and sales is based on historical data and rules, often relying on intuition and the desire to achieve predetermined goals. The problem with intuition and rules is that they are not quantifiable. They cannot accurately predict all the dependencies, sometimes resembling fortune-telling. However, with Big Data and a sufficient amount of historical data, you can create much more accurate forecasts. Business owners who operate both online and offline stores also strive to combine data from both channels and identify correlations between them. They collect precise data on in-store purchases and, after analysis, send real-time promotional offers to users, examining their interest and utilization. This approach allows them to not only study the entire business but also compare the differences between traditional and online sales, often determining the stock levels and promotions that will be most effective in physical stores.


To develop an effective pricing strategy, businesses often compare their product prices and values with their competitors. For example, if a store offers 100 products, manual analysis can be challenging and time-consuming, but still feasible. However, if the website contains 10,000 or more products, manual analysis becomes impossible. This is where e-commerce data analysis comes in handy, allowing businesses to automate the pricing analysis process. By analyzing the pricing data of competitors and monitoring market trends, businesses can adjust their prices accordingly to remain competitive and maximize profitability.


E-commerce data analysis is a game-changer for businesses in today’s digital world. By leveraging the power of big data, companies can gain valuable insights into customer behavior, optimize their marketing strategies, and make informed decisions that drive business growth. With the right analytics tools and a comprehensive understanding of data analysis techniques, even small businesses can unlock the potential of e-commerce data analysis and stay ahead in the competitive online marketplace. Start harnessing the power of data today and take your e-commerce business to new heights.


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