Business decisions are very crucial for any organization irrespective of its industry. Decisions related to the product, services and its improvements are totally based on the feedback of the consumers, and even promotional efforts are directly related with addressing right and relevant consumers. All these decisions or corrective actions can be done properly within the organization if correct and timely feedback or information is given to the decision makers. This study is based on e-commerce organizations with respect to application of Business intelligence tools. Purpose of this study is to explore significance of Business intelligence in decision making in e-commerce organizations. Effectiveness can be achieved in e-commerce organization by applying Business intelligence tools.
