E-commerce businesses collect a large amount of customer data such as purchase history, spending, frequency of purchases and product preferences. Customer segmentation helps businesses divide customers into different groups based on their behaviour. This research explains how data analytics can be used for customer segmentation in ecommerce. The study focuses on RFM analysis (Recency, Frequency and Monetary Value) and K-Means clustering. Customer segmentation helps businesses provide personalised offers, improve customer satisfaction, retain customers and make better marketing decisions.

Priyanka Dilip Maisgawali, Dr. Ujwala Narkhede, "Customer Segmentation in E-Commerce Using RFM Analysis and K-Means Clustering" International Journal of Scientific Research and Engineering Development, V9(5): Page(695-700) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.