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The paper’s research goal is to identify the crucial elements of putting machine learning (ML) techniques into practice in order to improve electronic commerce (E-business) within the organization. In order to improve e-business and achieve sustainable growth, studies have focused on taking into account important determinants of ML impacted demand forecasting, implementation of ML in purchase behavior, improving consumer interaction, and endorse in ultimate cross-selling of the goods. The firm has been able to achieve additional benefits, assist in properly predicting client needs, encourage interaction, and cross-sell more items as a result of the introduction of novel and sophisticated ML technologies. This research will employ a closed-ended questionnaire to collect information from almost 343 business managers of retail E-business firms. It will then employ structural equation modelling (SEM) and SPSS to …