With the advent of the Internet and the flourishing of connected technology, electronic

commerce has become a new business model that disrupts the traditional transactional

model and is transforming the consumer’s lifestyle. Electronic commerce leads to constantly

changing customer needs, therefore quick action and collaboration between production and

the market is essential. Meanwhile, the abundant transactional data generated by electronic

commerce allows us to explore browsing behaviors, habits, preferences and even characteristics

of customers, which can help companies to understand their customer’s needs more

clearly. Traditional supply chain management (SCM) simply cannot keep up with electronic

commerce because demand forecasts are constantly changing. Customer demands create and

affect the whole supply chain. The purpose of SCM is to satisfy the customers who support

the company by paying for the products; so meeting changing customer needs should be

incorporated into SCM by developing demand chain management (DCM). In this paper, we

explore how DCM can perform better in the electronic commerce environment based on

studying website behavior data and using data analytics tools. The results show that DCM

performs much better when paired with the benefits of electronic commerce and Big Data

than traditional SCM methods.