"Personalization" in e-commerce and customer experiences aims to create a tailored shopping journey for users by leveraging data and technology. Through methods like user profiling, behavior tracking, and targeted content, businesses provide customized product recommendations and marketing messages that align with individual preferences. This approach enhances customer engagement, loyalty, and satisfaction, as shoppers feel recognized and valued. Ultimately, personalization can drive conversion rates and boost sales, making it an essential strategy for modern e-commerce platforms to compete effectively in the digital landscape.