The E-tail industry has grown due to rising Internet usage, consumer purchasing power, and the simplicity of online shopping. E-tailing firms invest big in data analytics to harness the benefits and enhance business performance. The research examines the influence of e-commerce companies’ use of big data analytics on Indian online buyers. The study used a descriptive design and a quantitative approach. The data collected was tested using Cronbach's alpha and other reliability and internal consistency tests. MS Excel, SPSS, and R were used to code and decode the data. Cronbach's alpha, KMO, and Bartlett's test were used for additional reliability and internal consistency testing. From the PLS-SEM model, satisfaction's impact on recommendation was significant and strongly mediated between perceived benefits and recommendation. The direct effect of perceived benefits on recommendation was partially compared to the impact of satisfaction. The research concluded that the perceived benefits and recommendations might not be significant directly, but if they happen through customer satisfaction, they are statistically significant. The research contributes to academic and e-tail companies’ understanding of the significance of big data analytics.