2026, Vol. 7, Issue 2, Part D

For e-commerce companies that want to keep customers and build long-term loyalty, customer relationship management (CRM) has become an important business strategy. In the fiercely competitive online marketplace, keeping current customers is often more cost-effective and profitable than getting new ones. This paper analyzes the role of CRM strategies in enhancing customer retention and loyalty in e-commerce, emphasizing personalization, data analytics, and relationship-based marketing. The study utilizes secondary data from published literature to illustrate how technology driven CRM systems such as artificial intelligence, predictive analytics, and automated engagement tools facilitate the comprehension of customer behavior and enhance satisfaction. The results show that successful e-commerce companies use CRM as a strategic tool to get customers to trust them and buy from them again and again.