Web Personalization Techniques for E-commerce

With the advent of the Internet, there is a dramatic growth of data available on the World Wide Web. To reduce information overload and create customer loyalty, E-commerce businesses use Web Personalization, a significant tool that provides them with important competitive advantages. Despite the growing interest in personalized systems, it is difficult to implement such a system. This is because many business-critical issues must be considered before the appropriate personalization techniques can be identified. In this study, online businesses are classified into a number of categories. After that, personalization techniques that are used nowadays in E-commerce businesses are described. Finally, guidelines for selecting suitable personalization techniques for applications in each E-commerce business domain are proposed. The results of the study suggest that both customer-driven and business-driven personalization systems should be promoted on the site in order to increase customer satisfaction.