A B S T R ACT 

The purpose of the research - this research explores the evolution and significance of customer-oriented management in e-commerce by examining how classical and modern management theories support digital engagement. The study investigates how personalization, CRM, and behavioral analytics contribute to long-term customer relationships and business performance.

The methodology of the research - the research applies a qualitative methodological approach, including theoretical analysis of management models (Scientific Management, MBO, Agile), a literature review, and case studies of leading e-commerce platforms such as Amazon and Alibaba. The study also analyzes the integration of digital tools like AI-powered recommendation engines and UX optimization frameworks.

The practical importance of the research - the study offers strategic insights for e-commerce companies seeking to transition from product-centric to customer-centric approaches. It demonstrates how data-driven personalization, CRM systems, and agile strategies improve customer satisfaction, loyalty, and operational efficiency.

The originality and scientific novelty of the research - while prior researches often isolate management theory from digital practice, this study integrates classical theories with modern digital tools, creating a comprehensive framework for understanding customer-oriented e-commerce strategies. It contributes new perspectives on adapting foundational business models to the demands of digital commerce.

Keywords: e-commerce, customer-oriented management, CRM, digital strategy, AI personalization, behavioral analytics, agile methodology, business performance.

http://doi.org/10.59610/bbu3.2025.3.15