PurposeAs e-commerce has expanded rapidly, online shopping platforms have become widespread in India and throughout the world. Product return, which has a negative effect on the E-Commerce Industry's economic and ecological sustainability, is one of the E-Commerce Industry's greatest challenges in light of the substantial increase in online transactions. The authors have analyzed the purchasing patterns of the customers to better comprehend their product purchase and return patterns.Design/methodology/approachThe authors utilized digital transformation techniques-based recency, frequency and monetary models to better understand and segment potential customers in order to address personalized strategies to increase sales, and the authors performed seller clustering using k-means and hierarchical clustering to determine why some sellers have the most sales and what products they offer that entice customers to purchase.FindingsThe authors discovered, through the application of digital transformation models to customer segmentation, that over 61.15% of consumers are likely to purchase, loyal customers and utilize firm service, whereas approximately 35% of customers have either stopped purchasing or have relatively low spending. To retain these consumer segments, special consideration and an enticing offer are required. As the authors dug deeper into the seller clustering, we discovered that the maximum number of clusters is six, while certain clusters indicate that prompt delivery of the goods plays a crucial role in customer feedback and high sales volume.Originality/valueThis is one of the rare study that develops a seller segmentation strategy by utilizing digital transformation-based methods in order to achieve seller group division.

Social media play an important role now a days. Social media is not only used to maintain connection between friends, family members, relatives and known persons but also used by majority of the companies, institutions, business firms for promotion and marketing works to increase sales. Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube, Google Plus are some of the important and popular social media which is used by huge number of people worldwide. No company/business firm can think about success without the use of social media now a days. Social Media Marketing is a part of Digital Marketing which is an emerging field. Traditional marketing is losing its appeal day by day. Conducting marketing and promotional works through social media is cheaper, quicker and more attracting. Our research shows that customers prefer social media more to purchase products and business firms are also using social media rapidly and getting success. In our research work, we also found customer satisfaction level and the level of utilization of different social media.