E-retail platforms have been increasingly moving towards the integration of product recommendations. About one-third of business on these retailers comes from these recommendations. Meanwhile, the effectiveness of these recommendations is peculiarly measured by the accuracy of the recommended product in transactions. This research tried to reach the behaviour aspect of users through an in-depth review of the literature pertaining to the Product Recommendations System (PRS). This research found that PRS significantly influences Customer Perceived Value (CPV) and Customer Engagement (CE). The relevant and personalised product recommendations from PRS make the customer perceive greater value and increase satisfaction and loyalty. In contrast, the customers feel more engaged with the personalised recommendations, which leads to the willingness to engage with the website. Also, customers who feel engaged and valued are more likely to provide feedback and information that can be used to refine further and improve the recommendation algorithms. The influence of product recommendations on CPV and CE underscores the importance of personalised marketing and customer-centric approaches to business. The researchers failed to find any existing research connecting these variables; hence, this research proposes a conceptual model measuring the influence of PRS on CPV and CE. Additionally, this research found that the literature is ambiguous concerning the nature of the relationship between CPV and CE.