E-Commerce is also called electronic commerce which is defined as an exchange of goods and services over the internet. Technological revolutions have made a big difference in the area of commerce and trade. It is also widely used in communication, consumer persuasion, consumer attraction, retention, and creation of customer value which can result in the creation of customer loyalty. In a world of Big Data, AI, machine learning consumer behavior analytics provides a unique array of opportunities to understand the consumers and their behavior on digital platforms. Analytics is often defined as a data-driven tool to make significant decisions related to marketing activities. Consumer behavior analytics also helps us to make predictive analysis. This is an emerging area in marketing and also in the area of research. After considering the importance of digital marketing, and various aspects related to it, this study is made to know the importance of web traffic analysis as an emerging tool towards understanding the customers' behavior among all the other consumer behavior analytics tools available. Secondary data has been used for the study and comparative analysis methodology is adopted. In this research web traffic analysis of selected 10 E-commerce sites are compared and various parameters like the number of visitors, bounce rate, average time spent, traffic source, and search types are studied to know the consumer behavior. The study concludes that the enterprises who have diversified their operations are more successful in traffic creation and customer attraction. This study also analyzed the importance of YouTube, Facebook, and other social media platform and their significant impact on web traffic creation.

Keywords: Web Traffic Analysis, E-commerce, Analytics, Digital Marketing, Social Media.