| Summary: | In this paper, the benefits of applying big data in the industry of online retailing, with a focus on logistics distribution and precision marketing. The findings indicate that big data plays a crucial role in revolutionizing logistics distribution, enabling e-commerce companies to optimize their inventory management, delivery routes, and customer demand forecasting. This results in cost savings, improved efficiency, and enhanced customer satisfaction. Moreover, big data empowers precision marketing by providing deep customer insights, enabling effective segmentation, supporting dynamic pricing strategies, facilitating continuous optimization, and helping to prevent fraud. The findings also highlight the successful implementation of big data in leading Chinese e-commerce platforms, further emphasizing its benefits. Given that this research mainly centres around logistics distribution and precision marketing, its limitations is crucial to be acknowledged, with potential biases derived from the literature revie. Future research should address these limitations by exploring other aspects of the e-commerce industry, employing primary data collection methods, and investigating ethical implications and emerging technologies. By doing so, consumers can advance the understanding of big data’s role in driving innovation, improving operational efficiency, and fostering sustainable growth in the e-commerce industry.
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