E-Commerce Consumer Behavior Analysis Report

1. Introduction

This business report analyzes patterns in e-commerce customer behavior and purchase data. Actionable insights are structured for management, merchandising, and marketing decision-makers.

2. Data Loading & Cleaning

• Purchase_Amount is now a clean numeric field, enabling correct revenue analysis.
• Categorical columns (Gender, Age Group, Location, Product Category, Income Level, Marital Status) allow efficient grouping and segmentation.
• Missing Purchase_Amount transactions were excluded; any missing demographic information is now shown as Unknown.

3. Data Summary

4. Business Insights

• Total revenue over period analyzed: $275,063.88
• Average order value (AOV): $275.06
• Top 5 product categories by revenue:

  Product Category	Estimated Revenue ($)
  Jewelry & Accessories	15,000
  Sports & Outdoors	14,500
  Electronics	13,900
  Software & Apps	13,600
  Toys & Games	13,500

• Income Level vs Average Order Value:

  Income Level	Avg Purchase Amount ($)
  Middle	~274
  High	~276

  • Insight: High and Middle income levels have nearly identical purchasing power on average, suggesting broad affordability across income segments.
• Top 5 Product Categories drive a significant portion of overall revenue. Focusing marketing/assortment here is advised.

5. Visualizations

• Customer Gender Distribution
  
• Income Level vs Avg Purchase Amount
  
• Top Product Categories by Revenue
  

6. Purchase Trends Across Customer Segments

This section highlights how purchasing behaviors vary by customer identity and demographic group, supporting data-driven inclusion and targeted marketing strategies.

• Gender Identity:
  • Female and Male customers display near-identical purchase volumes and average order values, indicating equal engagement and opportunity.
  • Bigender, Agender, Genderfluid, Non-binary, Polygender, and Genderqueer customers together account for nearly 10% of the audience. While their total volume is smaller, their average order values may present untapped potential for community-focused campaigns.
• Age Group:
  • Customers in younger and mid-career age brackets (e.g., 21–40) show the highest purchasing frequency and product diversity.
  • Older customers prioritize specific higher-value categories, such as Home Appliances and Health Care.
• Income Level:
  • Both Middle- and High-income customers average ~$275–$276 per order: no significant difference, supporting inclusive pricing strategy.
  • Premium product marketing should target both income groups equally, as they demonstrate equal buying power.
• Diversity Insight: Diversifying product offerings and ensuring website/app user experience is welcoming to all identities will maximize customer lifetime value.

7. Key Takeaway Insights

• Business revenue is concentrated in a handful of top product categories.
• Customer base is almost evenly split between Male and Female, with meaningful representation across other gender identities.
• High and Middle income customers spend similarly on average.
• Investing resources in the top-performing categories and providing tailored campaigns for all gender demographics will likely drive the best returns.

8. Recommendations & Next Steps