Elevating online shopping experiences through machine learning

Customer experiences have become indispensable for every successful business. According to IBM research, 70 per cent of the customers have stopped doing business with brands with which they have had poor experiences. Some 74 per cent even felt frustrated when they were not offered products related to their interests.On top of these concerns, speed to fulfil customers’ needs is paramount, as they are prone to instant gratification and impulse purchases. Hence e-commerce needs a swift personalisation engine to improve customer experiences.Each proposition to customers should be dynamic and personalised.Machine learning has been used by e-commerce giants like Amazon to provide customised product recommendations and best-seller lists. Not only does this save time for customers, it also helps segment them, taking into account their associations and existing contracts in a more…


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