I. Introduction
Electronic commerce, or “e-commerce,” is the process of buying and retailing products and services online. The exponential expansion of e-commerce over the past few decades has radically changed how consumers and businesses do business, causing a revolution in the exchange of goods and services. The e-commerce industry, which has a wide range of options for both consumers and businesses, currently accounts for a sizeable share of the worldwide economy. The fast rise of e-commerce has been facilitated by the spread of the internet, the popularity of mobile devices, and the increase of online payment options. E-commerce has developed into a practical and easy way for people to purchase products and services, and as a result, businesses are able to access a larger market. Psychographic segmentation is a tactic used by e-commerce businesses to comprehend the motives, interests, and attitudes of their target market and learn more about how people choose what to buy.