Setting new Standards in E-commerce with Machine Learning

By CIOReview | Wednesday, April 17, 2019

With the exponential growth of data, the most critical challenge faced by modern-day businesses is to develop data-driven infrastructures. Machine learning and AI has advanced so far in the past couple of years. Machine learning is gaining friction in the industry, offering to improve organizational profit and increased efficiency.

Introducing machine learning in e-commerce has variable applications—personalization, segmentation, and targeting. In person, the seller interacts with the consumer factoring in various elements in order to help him. In contrast, the seller segments and targets the consumer and personalizes his experience, pushing him to buy the product. However, in the case of e-commerce, there are the vast amounts of data which is involved in personalizing the consumer’s experience, and this is where machine learning comes in. Optimizing the experience and driving sales to increase profit: machine learning implementation makes it possible to adjust and optimize the price of products depending on the demand, time of the day, type of customer, and competitors’ price.

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E-commerce enterprises are vulnerable to fraud. Machine learning processes repetitive, monotonous data at high speed and prevent maleficent transactions before they take place. Machine learning pulls information from previous search and purchases patterns rather than keywords to provide the optimal search results. Machine learning easily quantifies purchase behavior over and over again, digging deeper into trends, but it uses a lot of computing power to recognize the apt patterns in product sale and purchase behavior. Giving better customer service in e-commerce is challenging. But using machine learning technology like chatbots could be an answer. The intelligent ones can pick up on a natural language for communicating with a customer, finding the issue and solving it. Enabling self-service and automated customer support makes it easier for both the enterprise and the consumer to experience better satisfaction. Machine learning is crafty and creative, and there are many ways to help the consumer other than using chatbots. But the resolution is the same, better customer satisfaction—forecasting the supply and demand. Machine learning is applied to a lot of analytical goals. With more accurate and more profound information, enterprises make better data-backed decisions leading to better services and products.

It is apparent, the advancements in machine learning have broadened the range of options in e-commerce with the increasing availability of open source package and access to distributed cloud computing.

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