Personalization Strategies in E-Commerce: Enhancing Customer Experience

This study thoroughly validates the deep and multifaceted effects of mobile commerce on consumers’ buying behavior. Shopping has become an easily accessible and convenient experience because of mobile devices, which in turn affects purchase intentions, decision-making, and post-purchase engagement. The prevalence of impulse buying, the need to effortless interact with technology, and the extreme emphasis on personalization are primary traits influenced by m- commerce. These difficulties still remain such as the ever-present cybersecurity issues, however, there is great room for business innovations through AI, AR, and strong omnichannel strategies. Businesses have to optimize the mobile interface to these evolving consumer preferences in order to sustain success in the digital marketplace.