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Artificial Intelligence and Machine Learning are emerging technologies that are now used by different businesses to enhance the customer experience. The use of these technologies has provided many opportunities to organizations to boost their market performance. The research paper aims to understand the impacts and applications of Artificial Intelligence and Machine Learning in the E-commerce sector and how one can leverage e-commerce business performance using these technologies. A qualitative analysis approach was taken. Literature review was used to analyze the academic documents written and published in peer-reviewed scientific journals. The study will help E-commerce players to understand consumer behavior and patterns and personalize the shopping experience. And how predictive analytics can be combined with these technologies to increase their performance in terms of Sales and Revenue Growth, Customer Experience, Customer Acquisition and Retention. [ABSTRACT FROM AUTHOR]