E-commerce is an online transaction which normally takes place over the internet network and uses digital technology. These transactions include buying and selling of goods or services on the internet. Many e-commerce companies like Amazon, Netflix, booking.com and Jumia build their websites with recommender systems that that provide customers with personalized recommendations. These systems face challenges and limitations that reduce their performance, e.g. recommendations' overspecialization, cold start, and difficulties when items with unequal probability distribution appear MBA helps us identify items likely to be purchased together, and association rule mining finds correlations between items in a set of transactions. Association rule mining (ARM) identifies the association or relationship between a large set of data items and forms the base for market basket analysis. ARM has been used in different industries for example supermarkets, mail order, telemarketing, production, fraud detection of credit card and e-commerce.

show more