Clicks and shoppers: identifying consumer patterns

This study analyzes consumer segments within the online retail sector using the Online Shoppers Intention Dataset. Six unique segments were identified: Regular Shoppers, the largest segment, consisting mainly of returning visitors with low spending; General Visitors, who show increased activity in the second half of the year; End-Year Shoppers, primarily active in the last quarter; Non-Buyers, with the highest exit rates and minimal revenue; Holiday Shoppers, who predominantly make purchases in November and December; and Frequent Buyers, a smaller group with the highest purchase rate. These insights can help e-retailers better target specific segments and boost revenue generation.