American Journal of Business and Operations Research AJBOR 2692-2967 2770-0216 10.54216/AJBOR https://www.americaspg.com/journals/show/1807 2018 2018 Department of Management, Applied College, Jazan University, Jazan, KSA. Abdullah Ali Salamai  In the fast-paced world of e-commerce, understanding customer behavior is essential for success. Business intelligence (BI) tools provide valuable insights into customer transactions and can be used to model and predict customer behavior. This paper explores the use of BI techniques for modeling customer transaction behavior in e-commerce. We discuss the various types of BI tools available and their use in analyzing customer data. We then outline a framework for using BI to develop a customer transaction behavior model, including data collection, preprocessing, feature selection, and model selection. Finally, we present a case study in which we apply this framework to a real-world e-commerce dataset and demonstrate the effectiveness of our approach in predicting customer behavior. Our results show that BI techniques can be an effective tool for modeling customer behavior in e-commerce, providing valuable insights for businesses looking to optimize their operations and increase customer satisfaction. 2021 2021 89 97 10.54216/AJBOR.020203 https://www.americaspg.com/articleinfo/1/show/1807