In the competitive e-commerce industry, the ability to effectively manage and utilize data has become crucial for driving sales and marketing success. Functional data pipelines, such as ETL and ELT, play a key role by transforming raw data into actionable insights, enabling companies to gain a competitive advantage through machine learning and AI. The COVID-19 pandemic has heightened the importance of data, as businesses need to adapt to changing consumer behaviors and market conditions. Challenges include data silos, data security, and maintaining accurate data pipelines, which can be addressed by adopting flexible and modern tools like Apache Airflow. These tools help standardize data management, allowing businesses to efficiently track performance across various marketing channels and make informed decisions. However, risks such as data outages and inaccuracies can pose significant threats to business operations. Implementing a robust data infrastructure is vital for maximizing the potential of data in e-commerce, where it is estimated that 95% of purchases will be online by 2040.