This study presents the current situation of customer analysis of ecommerce enterprises in Vietnam. In addition, this study investigates the quantitative relationship between customer analytics adoption, innovation, and firm performance. We built a research model based on the literature review that claims that consumer analytics adoption not only has a favorable association with firm performance but also influences innovation, which leads to firm performance. After that, the authors tested the model using survey data from 154 Vietnamese e-commerce companies. The results show positive relationships between (i) applying customer analytics and innovation and (ii) innovation and firm performance. Innovation plays a mediating role in the relationship between customer analytics and firm performance. The findings encourage businesses to have a more perspective on the importance of working with customer data in e-commerce, promoting infrastructure upgrades, professional skills to quickly harness the full benefits of data analysis for decision support.