Transformative applications of machine learning algorithms in predicting consumer behavior in digital retail

Kujore, Victoria and Sambakiu, Oluwabukola and Olawale, Adebayo Sulaimon and Oladepo, Oladiipo Ishola (2025) Transformative applications of machine learning algorithms in predicting consumer behavior in digital retail. World Journal of Advanced Research and Reviews, 26 (3). pp. 1574-1584. ISSN 2581-9615

The digital retail landscape has undergone significant transformation in recent years, primarily due to advancements in machine learning (ML) algorithms that enable unprecedented analysis of consumer behavior. This review examines how ML applications have revolutionized predictive capabilities in digital retail environments, creating opportunities for personalized marketing, inventory optimization, and enhanced customer experiences. By analyzing patterns in browsing history, purchase records, and engagement metrics, retailers can now anticipate consumer needs with remarkable accuracy. The research highlights key algorithmic approaches including collaborative filtering, deep learning neural networks, and reinforcement learning systems that have demonstrated significant improvements in predictive performance across diverse retail contexts. Notable challenges persist in data privacy concerns, algorithmic transparency, and adaptation to rapidly evolving consumer trends. This review synthesizes findings from recent implementations across major digital retail platforms, revealing that integrated ML systems leveraging multiple data sources consistently outperform traditional predictive methods. Future directions point toward emotion-aware algorithms and cross-platform behavioral synthesis that promise to further refine predictive capabilities in increasingly complex digital marketplaces.