Discloses the specifics of the application of the customer-centric concept in e-marketing, which focuses on satisfying customer needs through personalized and targeted marketing strategies. In today’s business environment, companies seek to improve their competitiveness by using a customer-centric approach, which allows them to significantly improve customer experience and increase loyalty. The customer-centric concept today is based on a deep analysis of consumer needs and preferences, as well as the use of data to create personalized offers, which is a key element of a successful e-marketing strategy. Conceptualizes various methods, such as the use of big data, user behavior analytics, as well as artificial intelligence and machine learning for precise targeting and the creation of individualized content. The advantages and problems of implementing this concept in digital channels are presented, including the importance of ensuring transparency and trust from customers. Examples of successful companies that were able to effectively implement a customer-centric approach, improving the results of their marketing campaigns are formed. The prospects for the development and influence of innovative technologies on the further improvement of customer-centric strategies in e-commerce are revealed.