| Abstract [eng] |
Summary As consumers’ expectations for convenient, fast, and personalized shopping continue to rise, personalization is becoming one of the key drivers of e-commerce success and competitive advantage. It enables companies to better understand individual customer needs and to create tailored content, offers, and experiences, thereby strengthening trust in the brand and fostering loyalty. Technological progress and data-driven decision-making allow businesses to operate globally and provide a seamless, continuous shopping journey at any time and from any location. As a result, e-commerce is increasingly focused on customer experience and value creation, while the pursuit of individualized interaction is becoming a major strategic direction for organizations. In this context, personalization not only increases customer engagement but also supports long-term relationships between the consumer and the online store. |
