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How Impactful Is Machine Learning For eCommerce In 2019?

3 years ago

eCommerce has changed a lot as in the last couple of years: with many new marketing strategies and given the thorough architectural development processes applied to CMS and websites in general, it’s quite safe to say that eCommerce has moved towards a much more technical sphere.

Of course, when it comes to technical approaches within the eCommerce field, applications related to Machine Learning and Deep Learning are the first ones which come to mind, given the fact that automation processes have taken the wheel even for what concerns online based businesses like the eCom ones. Let’s analyze the process in more detail.

Website Personalization: The Easiest ML Application for Fast Fashion

If there’s a sphere which was heavily impacted by this “tech revolution”, that would definitely be the fast fashion one.

Such sites gather an insane amount of data, ranging from cookies to emails, surveys and everything in between. Consequently, having a tool which automatically processes these results in order to personalize every single landing page to each impression’s taste is something that has a significant appeal.

In fact, Python-based tools which are customizing such catalogs onto big data’s preferences are the most looked after technology within the fast fashion sphere, which is the first major win for Machine Learning and its online business application.

The Evolution Of Dropshipping: From Products To Services

When it comes to quick wins in terms of both setup and delivery, drop shipping has been the go-to online business development strategy. The combination of both Shopify and Oberlo, in particular, became iconic within the digital marketing field.

In 2019, given the fact that ML is heavily reshaping the way eCommerce was thought, the natural evolution of such strategy focuses on listing services from another supplier onto a single online portal. Imagine this an “Expedia” for every possible business sector, ranging from app development to law.

As shown in a couple of case studies, in fact, some dispute resolution lawyers have stated the fact that being able to automatically list their services onto another portal (which already has high organic traffic) would be extremely beneficial.

The Combination Of ML And Ads

As we all know, eCommerce is something that naturally relies on digital marketing, whether it’s focused on boosting organic traffic (SEO), brand awareness, or conversion rates (both PPC and paid social, in particular).

There have been a couple of startups on the rise for what concerns retargeting-related digital campaigns on multiple channels. ML automatically creates strategies which are based on keywords and audiences that have been picked in the ongoing overall plan.

This is incredibly important as it could basically exploit the entire PPC business sphere as these tools are speaking directly to the algorithm.

These are three of the biggest examples of Machine Learning impacting the digital sphere. In fact, those sectors have already gathered interest (in investments, in particular) from triple-A companies like Amazon and Apple, for example, with a 25% increase for what concerns job positions for Python developers. With all this in mind, 2019 will definitely be an incredible year for eCommerce, from both a business and technical point of view.

Paul Matthews is a Manchester based business and tech writer who writes in order to better inform business owners on how to run a successful business. You can usually find him at the local library or browsing Forbes’ latest pieces.

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