The paper aims to define the website analytics in e-retailing industry. Most customers prefer to buy online rather than buy in a traditional way. Most business transfer and adapt their strategies to e-commerce channels. The research is about the websites analytics of four e-retailing giants Amazon and Walmart. The results shown that how many traffic they use, marketing channels engagement and displaying advertisement. Based on the obtained results, a set of recommendations was proposed to increase the loyalty of Internet consumers.

e-commerce, website analytics, digital marketing

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