In the context of a business, “contacts” pertain to the persons or organizations with whom the business has established relationships, including customers, potential clients, or collaborators. Contacts can be organized through a range of tools such as marketing automation software or CRM systems. Contacts hold significant importance for e-commerce businesses as they enable businesses to gain insights into their target audience and create customized marketing messages and experiences. By managing contacts efficiently, businesses can enhance customer engagement, retention, and revenue.