Ecommerce Product Discovery?
In the past, finding things online was like looking for a specific toy in a giant, messy playroom. You could search by name (keyword search), but that only worked if you knew exactly what you wanted.
Things improved with a more organized playroom (vector search), but it wasn’t perfect! You might still find random blocks instead of the cool robot toy you hoped for.
Then came amazing new tools (AI and machine learning) that learned what toys you liked based on how you played in the past (clickstream data). This meant the playroom helper could finally suggest toys you’d really enjoy, not just ones that were kind of similar.
Now, things are getting even more awesome! Scientists are inventing super-smart helpers (transformers) who can understand exactly what you want from the way you search, browse, and even click on different toys.
Imagine a helper distinguishing between a regular teddy bear and a high-tech, talking teddy bear you’d love! That’s the power of transformers!
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Transformers in Ecommerce
A super-smart playroom helper who can understand exactly what kind of toy you want from the way you search, browse, and even click on different things! This is the power of transformers in ecommerce.
What are transformers?
Think of transformers as super-smart search helpers trained on massive amounts of online shopping data. They use a special kind of deep learning architecture with a built-in “language understanding” tool to determine how important each word is in a search query.
Before transformers, search relied on methods that processed words individually, like reading a story in order. But transformers are different! They use something called “attention” to understand the connections between words, no matter where they are in the sentence.
This helps them figure out what’s most important in your search, even if it’s a complicated one like “find me hiking boots under $150 that come in women’s size 8.”
Why are transformers special for online shopping?
The more online shopping data you feed a transformer, the smarter it gets about your specific needs and preferences. It learns about things like popular brands in your area, what kinds of things you usually buy, and even the special features a store might offer. This lets the transformer constantly improve how it searches for products you’ll actually love.
Because transformers understand the bigger picture of your search along with your past shopping habits (clickstream data), they can recommend products that are both relevant and super attractive to you across all the website’s search and discovery tools.
It’s like having a personal shopping assistant who remembers everything you like and helps you find exactly what you’re looking for every single time!
This differs from older search methods that just increased the number of products you see (vector search) but didn’t consider how appealing they might be to you personally. Transformers are like super-smart search helpers who make online shopping way more fun and efficient!
Generative AI in Ecommerce
Remember how we talked about super-smart search helpers and language wizards in ecommerce? Well, there’s another amazing tool called Generative AI (GenAI) that’s like a super-smart suggestion machine for online stores!
What is GenerAI?
Imagine a machine that can learn from customer behavior and create suggestions that are even better than a human could come up with! That’s basically GenerAI.
It uses special learning algorithms, similar to transformers, to understand what shoppers are looking for and then creates suggestions tailored just for them.
Why is GenerAI special for ecommerce?
Think about how frustrating it can be to search for something online and never find quite what you’re looking for. A recent study even showed that most people don’t enjoy searching for products online! This is where GenerAI comes in.
It uses clickstream data (those secret shopper clues) to understand what people are really interested in, and then uses that knowledge to suggest super-attractive products that you might love.
- Personalized Shopping Pages: Imagine a shop window that changes based on appearance! GenerAI can create special landing pages for each shopper, filled with products they’re likely to love. It’s like having a personal shopping assistant who curates the perfect selection just for you.
- Smarter Search Everywhere: GenerAI can be added to your existing search bar, suggesting products as you type or even popping up with helpful search options. It can also be used to create voice search features, like conversing with a friendly AI helper!
- Supercharged Product Catalogs: GenerAI can analyze your products and automatically add new details and categories, making it even easier to find exactly what you’re looking for. It’s like having a super-powered librarian who keeps everything perfectly organized!
- Conversational Shopping: Imagine having a friendly AI assistant who can help you find exactly what you need by talking! GenerAI can be used to create chatbots and other conversational shopping features, letting you shop however you feel most comfortable.
With GenerAI, online stores can become super-smart shopping destinations that can suggest the perfect products, no matter how you search or what you’re looking for. It can even help you find things faster, so you can spend less time shopping and more time enjoying your new stuff! This is a win-win for both stores and shoppers!
Clickstream Clues
Imagine you run a giant online store, but you can’t see what your customers are actually looking at! That’s where clickstream data comes in – it’s like a secret weapon that helps stores understand exactly how people shop.
What is clickstream data?
Think of it like a detective following footprints. Clickstream data tracks every click, scroll, and tap a customer makes on your website.
It’s like a map showing where they went and what caught their eye. But unlike detectives (who usually spy on just one person), clickstream data anonymously tracks lots of shoppers, giving a big picture of how people shop in general.
Why is clickstream data special for online stores?
Unlike other methods that rely on outside information, clickstream data comes straight from your own customers. This lets you personalize their shopping experience right away, from their very first visit.
It’s like having a personal shopping assistant who remembers what you looked at before and uses those clues to suggest things you might actually like. Here’s how clickstream data helps stores win!
- Super-Personalized Shopping: Clickstream data helps stores recommend the most attractive products to each shopper. It’s like having a ton of different shop sections, but each one is customized just for you!
- Knowing What’s Hot: Clickstream data lets stores see which products are getting the most attention and which ones are being overlooked. This helps them keep their shelves stocked with the things people really want.
- Winning on Marketplaces: Even when stores sell on other websites (like marketplaces), clickstream data helps them understand what people are searching for. This way, they can still recommend the perfect products, no matter where the shopping happens.
With clickstream data, online stores can become super-smart shopping destinations. They can personalize your experience, recommend the hottest items, and make sure you find exactly what you’re looking for, no matter where you shop. It’s a win-win for both stores and shoppers!
LLMs in Ecommerce
Remember how we discussed super-smart search helpers (transformers) that make online shopping easier? Well, there’s another kind of helper called a Large Language Model (LLM) that’s like a super language wizard for ecommerce stores!
These wizards use special deep learning techniques, similar to transformers, to understand the world of online shopping. The more ecommerce data they’re trained on, the better they get at figuring out what people really want, even if they don’t use the perfect words.
How do LLMs help with shopping?
Think about searching for “butter.” An LLM, using its super language skills and knowledge of past shopping habits (clickstream data), can understand you probably mean something like salted butter, not peanut butter (unless you have a serious sweet tooth!).
It can even learn the lingo! In the US, someone searching for “pants” probably wants trousers, but in the UK, it might mean underwear. The LLM figures this out by seeing what people actually buy after searching for a certain word.
Why are LLMs special for ecommerce?
These super language wizards can be trained on massive amounts of ecommerce data, including past searches and what people buy. This lets them understand the nuances of what people really want, even if their search terms aren’t perfect.
They can become experts on what’s popular, what features people care about, and even how people talk about products in different places. This helps the LLM recommend exactly what you’re looking for, no matter how you describe it!
So, next time you shop online, remember that there might be a super language wizard working behind the scenes to ensure that you find the perfect product!
Conclusion
So, we’ve explored some of the amazing super-smart helpers that are transforming online shopping: transformers, LLMs, clickstream data, and GenerAI. These tools are like a secret weapon for online stores, helping them understand what you really want and recommend the perfect products, no matter how you search.
This is just the beginning! There’s always more to learn about how technology changes our shop. Ecommerce experts like Constructor’s CEO, Eli Finkelshteyn, constantly look ahead to see what’s next. By staying informed about new trends, online stores can ensure they always offer the best possible shopping experience.
Here’s to a future of super-smart shopping that’s fun, efficient, and helps you find exactly what you’re looking for every single time!