Big data success factors in e-commerce: a narrative literature review

Abstract

The growth of social networks, the increase in demand for e-commerce and the increasingly frequent use of mobile devices, has caused a drastic increase in the amount of data that organizations have available and that can be used as a source of competitive advantage. Data-based decision-making is increasingly important, which causes a growing interest in big data. Big data refers to large data sets characterized by large volumes and variety, originating from different sources, and being generated at high speed.

The big data phenomenon is causing changes in the business world and stimulating e-business companies to use all this data for real-time analysis to improve areas such as marketing, payment systems, logistics and management processes.

Big data maturity models allow an organization to have its methods and processes evaluated to make continuous improvement, obtain competitive advantages, and improve its position in the market. The objective of this article was to understand what the success factors for the adoption of big data maturity models in the context of e-commerce are.