Online shopping culture is gaining traction globally and some of the biggest beneficiaries of this e-commerce shift are Amazon, eBay, etc. Recommendation systems guide online users in a personalised manner to choose what they want and their interest on each product present in the catalogue list. In such a scenario, the existing systems need complete information for making recommendations, which is not always possible in real applications. Therefore, a novel refined and effective fuzzy e-commerce recommendation system has been proposed in this paper that combines the benefits of difference in importance within the rating factors by a single user and new similarity measure approach that aims at improved recommendation list to the e-commerce user. The proposed methodology has been implemented using a new similarity measure on experimental datasets and the refined scores for such e-commerce website-based unlocked mobile phones are compared in this work against classic similarity measures. © 2020 Inderscience Enterprises Ltd.