2026, Vol. 7, Issue 2, Part D

E-commerce has changed modern retail by making it easier, cheaper, and more personalized. In this cutthroat market, personalization and Customer Relationship Management (CRM) have become essential ways to make customers happier and more loyal. This paper examines consumer perceptions and satisfaction regarding personalized marketing and CRM initiatives on e-commerce platforms. The study examines the impact of personalization, facilitated by data analytics, artificial intelligence, and consumer insights, on customer experiences, utilizing secondary data and literature-based insights. It emphasizes the psychological and behavioral determinants influencing consumers' perceptions of CRM practices. The results show that personalization greatly boosts satisfaction when done openly and ethically. On the other hand, privacy issues can hurt consumer trust. The paper concludes that effective CRM strategies rooted in personalization cultivate more robust relationships and increased satisfaction and improving customer retention in the e-commerce sector.