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Purpose: Big-Data is one of the most studied and researched topics of recent times. The tool has been studied vastly in the western world. However, the domains were either related to science and technology, although there is a need to relate Big Data to strategic management and competitive advantage to remove the lack of research in that vein. Methodology: This study is systematically conducted to explore the effect of big data on the attainment of business improvement in the online retail segment. The model has been developed through an in-depth literature review to relate the resource-based view with the attainment of sustainable competitive advantage through serial mediation of big-data analytics knowledge and innovative capabilities. Data was collected through non-probability sampling from IT managers and specialists associated with the online retail segment and analysis was conducted through SMART-PLS. Findings: Results indicated that big data is for the improvement of business for the online retail segment. However, data availability is a must for applying big-data analytics toward sustainable competitive advantage. Conclusion: This study concludes that all the relations and indicates that Bug-Data is fruitful for booting advanced knowledge and innovative capabilities. However, the onlin IT sector needs to have some other elements like advanced IT skills to legitimize the relationship