Transforming E-commerce and Retail: The impact of machine learning on personalization, intelligent merchandising, and discovery experiences

Singh, Nilesh (2025) Transforming E-commerce and Retail: The impact of machine learning on personalization, intelligent merchandising, and discovery experiences. World Journal of Advanced Research and Reviews, 26 (1). pp. 3469-3479. ISSN 2581-9615

The retail and e-commerce sectors are being reshaped by machine learning technologies that enhance customer experiences and optimize business operations. This article delves into how ML applications, particularly in search discovery systems and cloud technologies, are revolutionizing three key areas: personalization, intelligent merchandising, and innovative discovery experiences. Through advanced data processing capabilities, retailers can now deliver tailored shopping experiences, optimize inventory management, and create seamless omnichannel environments. These technological innovations enable more precise demand forecasting, dynamic pricing strategies, and sophisticated product discovery through visual and voice interfaces. Despite implementation challenges such as data quality issues and privacy considerations, emerging trends like federated learning, generative AI, autonomous retail systems, and multimodal understanding promise continued transformation of the industry landscape, offering retailers opportunities to enhance customer satisfaction while improving operational efficiency.