A STUDY ON PERSONALIZATION IN E-COMMERCE BALANCING CUSTOMER EXPECTATIONS AND DATA PRIVACY AT BIG BASKET

Abstract

Sites like Big Basket strike a compromise between customer wants and concerns about data privacy in their approach to online shopping customisation. By adapting discounts, details, and product recommendations to each individual's preferences, customization enhances the user experience in today's digital market. However, since this personalization relies on gathering and analyzing data about consumers, significant privacy and ethical issues arise. This article examines Big Basket's practices—including data collection, recommendation engine development, and privacy protection—to demonstrate the challenge of providing highly personalized shopping experiences while simultaneously retaining consumers' confidence. In order to simplify personalization while safeguarding privacy, the results demonstrate the necessity of transparent data regulations, user authorization mechanisms, and data anonymization techniques. By demonstrating the significance of maintaining a balance between user rights and corporate aims, the study aids in comprehending the optimal approaches to personalizing e-commerce.