Abstract
The purpose of the paper is to systematically analyze the capabilities of big data technology to solve important problems in electronic commerce. The role of big data as one of the central priorities in modern information technologies for online sellers and buyers is underlined. Big data methods to improve the basic functional areas of e-commerce: marketing, payments, supply chain, and management are described. A new model for automation of key business processes in e-commerce through new technology is presented. The model is verified using practical examples of e-commerce activities. The process of e-commerce modernization requires additional infrastructure, new methods and modern software for better data organizing, customer personalization and improved decision making.
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