Personalised recommendations in online shopping: how it influence customer engagement and satisfaction?

E-commerce has evolved into a crucial component of global retail, as it has undergone significant transformations since the advent of the Internet. The increasing digitalisation of modern life has enabled consumers worldwide to benefit from the advantages of online activities. This shift has fundamentally changed how buyers and sellers interact and communicate in consumer behaviour (Odzic & Ates, 2023). In the fast-paced digital landscape of today, personalised recommendations are essential for enhancing the customer experience (Mehta Jimit, 2023), and companies are increasingly offering them to customers, suggesting products that align with their specific needs and interests (Ma & Sun, 2020). Through the use of data and technology, businesses can deliver customised suggestions to their customers, resulting in higher levels of engagement and satisfaction.